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Have British Airways Understood Their Audience?

In this article, Tom Wein looks at British Airways’ advertising from the past year, and uses their example to explain why companies would benefit from more rigorous primary research, both before and after their campaigns, to ensure that they have a deep understanding of their audience.

In September 2011, British Airways launched a new advertising campaign. Under the slogan “To Fly, To Serve”, the advert charted the history of the airline, recalling the romance of 1920s biplanes and the first opening up of the world to ordinary holidaymakers. Amid inspirational music, a narrator pays homage to the aircrews “who skimmed the edge of space, the edge of heaven, the edge of dreams.”

That television advert was accompanied by less bombastic print adverts emphasizing quality in customer service. One showed a sleeping baby, and noted that cabin crew are trained to deliver newborn babies, if necessary – a service which Ryanair presumably do not offer. Another noted the skill and experience of a named BA engineer. In all, 13 members of staff featured in the £20m ad campaign – the biggest the company has attempted since the year 2000.

The present BA adverts bear the same “To Fly, To Serve” motto. Yet they are rather different in tone. One is entitled “The Friendly Lemon.” Another, “The Relaxed Trainer”, and another “The Happy Jumper.” To dancing music, a cheery narrator suggests that these objects symbolize the comfort the airline offers: complimentary drinks, reserved seating and free baggage.

The advertising campaigns are linked in their emphasis on customer service. In each case they try to move beyond the idea of buying flights on price alone. Yet in a year, the tone has moved dramatically – from an inspirational call, to a more rational appeal, to a chummy note.

Why the change? One presumes that BA’s audience has remained roughly the same in a year; there is no evident reason why they might have been particularly receptive to inspiration last year, but would prefer friendliness this year.

Research-led Communication

The Behavioural Dynamics Institute writes often about Message Appeals. This is the parameter we use to judge what tone to take in a communication campaign. At the BDI, we believe that this parameter, as with all others, can only be measured by rigorous primary research. That primary research provides a reliable basis for the design of communication campaigns. Without a deep understanding of the audience, major decisions on communications tone are made without sufficient reference to evidence. That research must be followed by genuine and well-funded Measures of Effectiveness, to ensure that the data is on hand to make decisions as the campaign progresses.

We do not necessarily wish to single out BA. They may have good reasons for their various campaigns, and they have a relatively greater commitment to research than many firms of a similar size. Our point is simply this: without Target Audience Analysis, communicators cannot know which campaign has the greatest chance; without Measures of Effectiveness, they cannot know if their chosen methods are succeeding. All companies will eventually have to take on board this truth: that research, even if it seems slow and expensive, is superior to guessing. Perhaps then, advertising budgets will be better spent.