/ Work / British Airways

Developing and executing creative campaigns in 57 markets across EMEA and APAC, to reinforce the airline’s premium position.

"The team at Grayling has seamlessly established a 57 country PR coordination model, with excellent execution in the local markets. This has been driven by a focused central strategy, leveraging improved quality of coverage across our key media."

Head of International PR, British Airways

Creating Advantage

+3m views of ‘Man vs Plane’ on YouTube.

77% increase in visitors to following our Moscow ‘flash mob’ stunt.

11% revenue increase attributed to the Georgia May Jagger campaign, in the following week, equivalent to an ROI of 40:1.

Created, managed and deployed campaigns across 57 markets in EMEA and APAC.

Project Leader

We developed globally relevant campaigns driven from strategic and creative hubs in London and Hong Kong, and deployed across 57 markets.

When Grayling was appointed by British Airways, the airline was on the back foot in Europe, beset by strikes and an old-fashioned image.

The launch of ‘To Fly. To Serve’ and subsequent initiatives have helped to turn around the airline’s reputation, positioning it as a glamorous, premium brand in Europe, and challenger to the local flag carriers in Asia – all the time leveraging impeccable British credentials.

Globally relevant campaigns are driven from strategic and creative hubs in London and Hong Kong, and deployed across 57 markets.

Recent campaigns include collaborations with Brit uber-designer, Alice Temperley; an on-board fashion show with model, Georgia May Jagger; a ‘man versus plane’ stunt with Bryan Habana to showcase the Durban route; a gig on a wing in Hong Kong with Leona Lewis; media fam trips to Austin with Jerry Hall; the transformation of a plane into a panda to celebrate the opening of the Chengdu route; and celebrity endorsements from Hollywood A-listers including Gwyneth Paltrow and Leonardo DiCaprio.