BA - The Club - Poster boy: our advertising through the ages

In good hands

British European Airways (BEA) operated from 1939 until 1974, at which time it merged with the British Overseas Airways Corporation (BOAC) to form us: British Airways. This campaign, which ran across print media such as National Geographic magazine towards the end of 1972, intended to showcase the professionalism and expertise of BEA’s flight crews, particularly the captains who piloted the aircraft. It talks of the captain who’d come out to meet the passengers – “though nowhere near as often as he’d like”. With the exclusive use of ‘he’, it’s clear to see this advert ran before the advent of our female captains, the first of whom was Lynn Barton in 1987.

The Elizabethan Service

In 1978, British Airways treated First and business class passengers (who can enjoy a “Club Class cabin” by paying “the full Economy fare”) to in-flight catering inspired by the court of Queen Elizabeth I (1558 to 1603). On direct routes to the USA, customers were served complimentary dishes, reminiscent of those popular 400 years ago during the iconic Queen’s reign, such as lemon posset – a popular British hot drink made of spiced milk curdled with ale – and stuffed pheasant. All baggage tags were emblazoned with ‘Elizabethan’.

We’ll take good care of you

BOAC played a crucial role in the establishment of long-haul routes, connecting the UK with destinations worldwide. This was supercharged by the de Havilland Comet, the world’s first commercial jetliner and the Concorde of its day, which entered BOAC’s fleet in the late 1950s. The jet allowed for faster and altogether more efficient travel, leading to the development of transatlantic routes and connections to far-flung destinations such as the ones on this poster here, including Perth, Kuala Lumpur and Tokyo.

The worldwide smile that says BOAC

In the 1950s and 1960s, this cheery campaign sought to establish an emotional bond with parents, assuring them of the excellent care of their little ones when choosing to fly with BOAC. It also mentions the ‘half fare’ parents then paid for children – these days, we have an Infant Fare (for children under two) and a Child Fare (two to 11). The smiley slogan reflected a commitment to passenger satisfaction spanning all ages, playing a crucial role in shaping BOAC’s friendly image during a period when air travel was becoming increasingly popular, due to quicker aircraft and increased routes.

Instant sunshine

BOAC’s posters were created by renowned graphic designers and artists of the time. Work was commissioned from well-known names such as Frank Wootton – who designed some of BOAC’s most famous vintage posters – plus the abstract-inclined Abram Games and snazzy David Klein. These artists did wonders in contributing to the visual appeal, playfulness, and sophistication of BOAC’s advertising campaigns, including this sunny number from 1960 by Derrick Hass. Hass worked as a poster artist and illustrator in the 1950s and 60s and went on to have a highly successful career in advertising.

We care

British Airways’ destination-led posters often showcased the cultural and scenic attractions of the places it served. This ad, however, was designed to inspire travellers to choose British Airways for their journeys by promoting the British Airways Travel Shop, which, at that point, manifested as 196 physical shops around the world, with the purpose of helping future passengers tackle even the trickiest travel itineraries.

A world of service

Have you ever seen an ad with this many words? Probably not – but, clearly, BOAC had a lot to say. This 1970s page shows off its routes to America – all 11 of them (including San Francisco, which wasn’t – at this point – a direct route from the UK, but did offer passage to Tokyo and Hong Kong). Now, we have 26. It also promoted our new Terminal at JFK (we were the first European airline to have one) and our ‘traditional service’.

Only Superflights fly direct

As mentioned, the introduction of jet aircraft in the late 1950s and 1960s revolutionised long-haul travel, with BOAC at the forefront, offering faster flights across the Atlantic. Major airports such as London Heathrow and New York’s Idlewild (now JFK) became key hubs for BOAC, connecting major cities in North America, including Los Angeles, Chicago, and many more – as demonstrated by cabin crew in this poster.