British Airways reframed Britishness as originality, generating millions of bookings and substantial revenue.
In 2022, British Airways emerged from the pandemic into a harder reality. Costs were up, capacity down, consumers price-sensitive, competitors closing in on different fronts, and the airline’s planned multi-billion product transformation wouldn't reach passengers until 2026.
The 'A British Original' campaign reframed BA's most defensible asset – Britishness – as originality, creatively executed across every advertising and customer experience touchpoints.
This case presents the evidence that by 2025, the airline’s business metrics had grown ahead of 2019 levels, and econometric modelling attributed 9.3m incremental bookings and £2bn of incremental revenue to the campaign.