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british airways european campaign

the brief


In order to tempt customers back from flying Easyjet out of Gatwick, BA wanted to go on the offensive with a campaign that explained their 'frills' flights to destinations across Europe were available from £45 one-way.




the response


Working with the BBH teams in MK and London, I wrote a series of press, billboard and radio commercials based around the 'guidebook' concept; using engaging, elegant language to paint a picture of the destination. This was complemented by clear visuals conveying that flights were available at a surprisingly affordable price.

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client: british airways
writer: lee rowlett
producer: sam brock (bbh london)
creative director: james swan (bbh mk)

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