British Airways (BA) is launching its first TV commercials in two years.
Nine 30-second adverts will be screened with each pushing the message that people often have to travel to take advantage of opportunities, both in business and in leisure.
The television campaign will be backed by print, online, radio and billboard advertising.
BA manager for brand, proposition and insight Abigail Comber said: “After the economic difficulties of the last couple of years, we want to encourage people to remember there’s a big world out there that could bring amazing opportunities for both business and pleasure.
“This campaign is also a demonstration of our confidence in the future – we’re here for the long haul, and we’re using our money wisely by capitalising on the low cost of TV advertising to put our brand in the spotlight.”
The launch of the campaign comes as the airline reveals a 0.7% decrease in overall traffic for the month of August year on year, with an 11.9% fall in premium traffic, but a 1.3% increase in non-premium traffic.