The airline described the campaign heading as ‘tongue-in-cheek’, while saying that it was intended to encourage Britons to stay in the country during the Olympic and Paralympic games to support their team. It also stated that the campaign is linked to research that indicated the benefit of home advantage for athletes that perform on home soil.
However, the outbound industry, which has already been angered by a recent British government-funded domestic tourism campaign that was headed, ‘Why Would You Want To Go Abroad?’ is likely to be further displeased by this latest discouragement, despite the fact that it has been initiated by one of their own.
British Airways launched the campaign on Facebook at 11.00am today, and a new TV advert will be aired during tonight’s televised European Championship football match between England and Ukraine. The advert, backed by the soundtrack of ‘London Calling’ by the Clash, shows a BA aircraft taxiing through the streets of London, and when it reaches the Olympic park, the tagline, ‘Don’t Fly. Support Team GB and ParalympicsGB’, appears on screen.
The TV advertising will be supported by advertising in national newspapers, a poster campaign and promotions on social media formats, including Twitter with the hashtag #HomeAdvantage.
Commenting on the promotion, Frank van der Post, BA managing director of brands and customer experience, said, ‘We’re rallying the country to get behind Team GB and ParalympicsGB. That includes delaying your summer holiday. We are encouraging every clap, cheer and whoop we can get.’