BA NEWS • August 2014
From backing the London 2012 Olympics to a cameo in a Disney film and supporting sporting champions, the breadth of British Airways’ sponsorship deals has not only raised brand awareness, but also helped it become the UK’s number one Superbrand. Sophie McKinstrie, BA’s brand communications and sponsorship manager, tells us more about the airline’s partnership successes
What was the strategy behind BA’s involvement in the London 2012 Olympics?
We were involved right from the start, from delivering the bid to hosting Park Live within the Olympic Park, a dedicated area where spectators could watch the action on giant screens. Our strategy was about helping British talent take off – by flying them around the world to train and compete in the Games – and that legacy lived on through the athletes we supported. Internally it had a great, feelgood factor for our staff, which still lives on today.
Has BA continued to look at sport for sponsorship possibilities?
Yes. Last year we signed up golfer Justin Rose, then six weeks later he achieved his first major success by winning the US Open. We have been (and still are) working with Justin on events in the USA, UK, Middle East and China. He’s a great global ambassador.
BA is involved in Disney’s Planes 2 (released 1 August in Scotland and 8 August across the rest of the UK). How did that come about?
We worked with Disney for the release of Planes last year, which was a real triumph; we played it on board and had a presence at its Leicester Square screening. It seemed like a natural fit – people trust both brands and they have a strong family customer base. We’re looking forward to working with them again, and this time we even have a cameo!
Tell us more…
Our new aircraft that fly to Los Angeles, where the Disney team is based, inspired the character. He only has a very small cameo, but Disney has captured the spirit of the airline wonderfully in his personality.
What else can we expect this summer?
Entertainment is a key focus, so in addition to Disney Planes 2, we have partnered with Rooftop Film Club, where classic, cult and recent releases are screened on London’s best rooftops. We also appeared at the Isle of Wight Festival this year to showcase up-and-coming acoustic artists and DJs from across Europe.
BA beat Apple and Kellogg’s to top the Superbrands 2014 survey. How important are sponsorships in helping the airline achieve those sorts of accolades?
The success of our sponsorships can help create this recognition, but we also invested £5billion in our brand. We’ve introduced new aircraft into our fleet, such as the A380 and Dreamliner, which have not only been incredibly popular with customers, but also helped take our product offering to the highest possible level. As for the London 2012 Games – well our ‘Home Advantage’ campaign really resonated with the British public. We hope to enjoy that positive afterglow for many years to come.
Win family tickets to attend a gala screening of a brand new Disney film in London next year, plus two nights’ hotel accommodation and a £100 Disney Store goody bag – pick up a copy of August’s High Life magazine on board or visit highlife.ba.com to find out more