The flag carrier is basing a series of nine documentary-style TV ads on the concept of ‘opportunity', with the promise of one-off events around the globe, such as the migration of the wildebeest in the Serengeti.
Its business-focused ads promote face-to-face contact at events such as the Mumbai Fashion Week.
The TV ads, by incumbent agency Bartle Bogle Hegarty, will be backed by cinema, radio, print, outdoor and digital activity over an 11-week period.
Press ads will feature the strapline: ‘The world is full of opportunities. We're ready to take them to you.' The campaign breaks on 7 September.
BA is also rolling out a dedicated microsite, www.ba.com/opportunities, which streams extended versions of the TV ads and highlights current special offers.
The campaign has been overseen by BA's manager for brand, proposition and insight, Abi Comber.
'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,' said Comber.
She added: '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 current low cost of TV advertising to put our brand in the spotlight.'
BA has yet to recruit a global marketing director to report into director of sales and marketing, Andrew Crawley.
This article was first published on marketingmagazine.co.uk