This article was first published in the summer of 2019 as part of a 100 part series on the history of BA and its predecessor airlines. You can read the full series in numerical order, by theme or by decade.
In the early 2000s after BA had rolled out fully flat beds in its Club World business class, BA introduced its “Sleeper Service”.
On relatively short overnight flights from the US East Coast and Middle East to Heathrow BA offers a truncated in-flight service to minimise cabin noise and maximise the time available for passengers to sleep. Instead, passengers have the option of pre-flight dining in airport lounges.
In these simple, but very effective advertising spots, a passenger is shown going to sleep in Central Park and Times Square New York and waking in Westminster and Piccadilly Circus in London.
These adverts also illustrate the effectiveness of using non-airline imagery to demonstrate an in-flight service.