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British Airways Launches “Exceeds Expectations” Ad Campaign

Formed in 1935 as one of the world’s first international airline companies, British Airways is not slowing down its advertising campaign in the hope to lure more globe trekking jetsetters. Launched recently as the summer travel season comes to a close and the holiday travels starts up, the British airline company’s new aggressive advertising campaign dubbed “Expectations Guaranteed” intends to assure its frequent fliers of its strong commitment to meet what people would expect from a top airline company.

Unlike the usual incentive points or frequent flyer miles, British Airways is offering a free upgrade to a first class service if the deluxe business class service fails to meet a flyer’s expectation, provided he discloses his reasons to the airline company. But the airline’s advertising campaign is not limited to free first class service upgrades, but with the help of online advertising firm Agency.com, British Airways is linking its online advertisements to news and other media content which are related to airline services.

The recently launched British Airways advertising package includes a new interactive website, online sponsorships on other websites, social networking features, behavioral targeting and re-targeting strategies with full RSS and search marketing capabilities. But going beyond standard advertising strategies, the airline is also posting ad supported pages linked with media websites like MarketWatch.com, Reuters.com and Hoovers.com where airline related advertising material will be placed side by side with related content such as news or information of activities or events that reflects the airline’s exceeds expectations image. Going way beyond conventional online ads, the new advertising campaign will maximize contextual targeting hoping to develop stronger interactive connections between the airline company and potential clients. By integrating various online advertising tools and strategies, British Airway’s newly launched advertising campaign is broadening its reach to a wider variety of airline customers.

But this is not the first time that British Airways has taken advantage of the Internet in order to bolster its marketing campaigns. With the cost efficient and convenient electronic infrastructure of the Internet, the airline has continued to expand its long established and large marketshare and broaden its competitive advantage by building its online presence through its website, www.britishairways.com, where airline passengers can get ready information and even make online business transactions such as travel arrangements and airfare payments. Through links from travel websites, it becomes more convenient for travelers get needed information on how to book their travel and know the available flight schedules as well as other special offers that the airline has to offer.

This official flag carrier of the United Kingdom has a huge number of available international flights to the United States and Canada. With its many years of service and time tested experience, British Airways continues to be the best way to fly from London to anywhere in the world. True to its “exceeds expectation image”, British Airways has made it sure that its newly launched advertising campaign will extend beyond conventional advertising strategies, open up new avenues for online marketing and result in increased profit gains for the airline company.