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$8m British Airways campaign to touch down in Australia

Ad agencies can expect to vie for a slice of work on a global ad campaign – its biggest for five years – for British Airways when it touches down in Australia.

The carrier launched the GBP5m (AUS$8m) campaign today to showcase its heritage with the line ‘To Fly. To Serve.”

When the campaign will run in Australia is not yet clear.

Local PR activity is handled by Fleishman Hillard, which took over the account from the Red Agency 18 months ago.

BA has steered clear from above-the-line advertising locally in recent years, opting for a partnership approach with the likes of tourism agency Visit Britain.

British Airways was among the founding clients of M&C Saatchi when it opened for business in Australia 16 years ago. In the UK, M&C Saatchi lost the BA business to Bartle Bogle Hegarty in 2005.

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