.png){kind=small}
British Airways
The Summer Sale
Task: Create a social media campaign for British Airways’ summer sale that stays true to the brand’s established identity, while enhancing it with subtle additions in motion, tone, or storytelling.
For this campaign, I focused on bringing BA’s traditionally static style to life through sound and motion. I began by designing a static ad in line with BA’s existing visual language to serve as a control for A/B testing. From there, I sourced two distinct audio directions — one a music track, the other a tone — that could help inspire memorability and recognition. Using the structure of the original static ads, I developed video variations with summer-inspired visuals to bring the campaign to life while staying true to the British Airways brand. Timeline videos exclude pricing, relying on captions for details, while story and reel formats include package info and pricing directly in the visuals due to limited caption visibility.
Strategy
See you there.
Question: What's the best way to launch these new ads?
This launch will be executed in two phases: organic content and paid advertising. The organic rollout will span BA’s social channels, using timeline and story formats to introduce the sound and visual direction subtly. This stage is designed to familiarise existing followers and test how the summer visuals and sonic elements resonate. Though engagement on these posts will offer helpful signals, the core objective remains performance — which leads us into the second phase.
The paid ad strategy will be executed through Meta Ads Manager and YouTube Ads, targeting returning and potential travellers. Using British Airways’ CRM data, I’ll build custom and lookalike audiences to ensure precision. Ad sets will be structured by format (static vs. motion), sound direction (music vs. tone), and destination focus. Each will feature specific messaging variations, allowing us to monitor which creative combinations drive the highest conversion. Throughout this phase, I’ll track results closely, optimising the spend towards top-performing formats and sounds.
If the tone-led ads show consistent engagement and recall, I’ll propose extending the sonic direction across other brand channels — TV, app notifications, and even in-flight or airport experiences. My ultimate goal for this rollout is not just to promote the summer sale, but to explore whether British Airways can own a distinct, recognisable sound that subtly evolves the brand’s identity while keeping its timeless elegance intact.
Next Project
