BA harnesses Facebook to help Brits home for Olympics

BA: using Facebook to promote its Flying Britons Home campaign
BA: using Facebook to promote its Flying Britons Home campaign

British Airways is to tap into national pride with a Facebook promotion allowing Britons to nominate friends and family abroad to receive free flights to the UK, plus Olympics and Paralympics tickets.

It is giving away 240 flights, each matched with a Games ticket, from 20 selected international destinations, including former Olympic host cities Sydney, Moscow and Los Angeles.

The airline, one of the top domestic sponsors of the London 2012 Games, is casting the promotion as an attempt to give British athletes home advantage by boosting the number of Brits attending the Games.

Nominators have to be UK residents although BA's terms and conditions are not specific as to whether nominees have to be British, only that they have to be Facebook friends of the nominator. Winners will be selected by a random draw.

The airline is also offering 50 free flights to friends and family of Team GB and ParalympicsGB athletes, to give them an extra lift when they perform at the Games.

When it goes live on Friday (1 June), the promotion will be supported with print advertising, banner ads and social media, and will run until 14 June.

Luisa Fernandez, British Airways manager of the 'Flying Britain Home' campaign, said: "This is the start of our campaign to get the country behind our athletes and give them an extra boost. Every extra clap, cheer and whoop we can offer, could make the difference to how they perform.

Separately, the airline has made another patriotic gesture by marking the Queen's Diamond Jubilee with a message and logo on one of its Boeing 747s. They were designed as part of a 'Blue Peter' contest by 11-year old Katherine Dewar from Chester and the message reads: "Congratulations, Celebrating Queen Elizabeth II's Diamond Jubilee".

Follow Daniel Farey-Jones on Twitter @danfareyjones


Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers