In most cases, an airline with a campaign titled 'Don’t Fly' would be detrimental, but British Airways urges its nation to not fly, but instead to “Support GB.” British Airways launched its London 2012 TV advert yesterday at 11am in Great Britain, displaying its support for the London 2012 Olympic & Paralympic Games, building the “Home Advantage.”
This summer, the greatest sports event on Earth is held in London, and British Airways explains that its athletes face a once-in-a-lifetime opportunity to compete for their country. They ask Britain to come together and to give their athletes support, which they deem “the home advantage.”
It launched a short documentary on the power of the Home Advantage, which explores how a home crowd can lift athletes to greater heights. The company explains that “every extra clap, cheer and whoop” could make the difference. The BA TV ad that launched yesterday features a large British Airways aircraft rolling down the streets of London, delivering fans to the Olympic games, passing Big Ben, the London Eye and the milkman. It has received amazing feedback and is absolutely worth checking out.
Why This Trend Is Growing
- Stay-put Campaigns
- The campaign encourages citizens to stay put, presenting an opportunity for disruptive innovation particularly in the tourism and transportation industries by promoting local tourism.
- Home Advantage Marketing
- Marketing strategies that emphasize the benefits of local support can disrupt the advertising and marketing industry creating a sense of collectivism and unity.
- Athlete Support Campaigns
- Creating support campaigns for athletes can disrupt the entertainment and sports industry resulting in more support and national pride for athletes and sport events.
Industries Being Reshaped
- Tourism Industry
- Stay-put campaigns can encourage local tourism, giving an opportunity to the tourism industry to promote local attractions and encourage community support.
- Transportation Industry
- Stay-put campaigns can disrupt the transportation industry by encouraging short-distance travels, bicycle rentals and car rentals to be promoted as preferred method of transportation.
- Advertising and Marketing Industry
- Home-advantage marketing can disrupt the advertising and marketing industry by creating campaigns that promote local support and unity.
