Transcription of To Fly. To Serve. Today. Tomorrow. To Serve. Today. …
1 To Fly. to serve . today . on 06-09-2013 british Airways' latest 'To Fly. to serve ' advertising campaign, will be unveiled during the 'England versusMoldova' World Cup qualifier on ITV, Friday 6 TV advert follows a customer journey using a 'micro to macro' style of filming, the footage shows closeup shots of the intimate details of flying, panning to wide shots of the aircraft in motion. It draws contrastsbetween them both, showing the care and thought that goes into every part of their journey. The end framepoignantly shows the british Airways logo being stitched into fabric, with the voiceover commenting ' to serve . today . tomorrow .'Abigail Comber, british Airways' head of marketing, said: "We wanted to show travel and innovation atits best - the people behind the scenes, the attention to detail, our engineering prowess and the care andexpertise to get 100,000 people in the air every day.
2 It is beautifully crafted with a light-hearted tone andproudly features real people from around the airline."The campaign uses TV, cinema, press, digital, outdoor media and social media, and will run until October,in two different phases. The film is directed by Martin Krejci, with cinematography from Anthony DodMantle, who won an Oscar for his involvement in Slumdog Millionaire. It features a vibrant soundtrack'Experience' (Starkey Remix), by the acclaimed Italian composer and pianist, Ludovico by BBH, the TV advert will also run in a number of the airline's international markets, including USAand India - for the first time in seven years. The press and outdoor advertising showcases the innovativeways in which british Airways helps its customers, featuring its mobile boarding pass and digital bag tag, aswell as its latest aircraft - the superjumbo Pinnell, creative director at BBH London, commented: "This campaign launches the next chapter of'To Fly.
3 to serve '. It presents the sheer scale of british Airways' numerous innovations and new services,and sets the platform for the future. We were able to work with some true craftsmen, Martin Kreici, NadavKander and Leandro Farina, and the result is beautiful work produced with the same attention to detailsapplied by british Airways everyday."In social media, a digital campaign to coincide with the launch of the Dreamliner 787 will commence on 19 September, and again on 24 September for the A380 flight to Los Angeles. It invites social media users to'tweet' a message using #racetheplane Each tweet will fuel a virtual version of the aircraft,racing against the actual flight, with prizes to be advert is available to view at
