BA had named the plane 'Pride' after the British squad's lion mascot. The 747's fuselage bore the message 'Proud to bring our British heroes home'. Most press coverage of the squad returning home mentioned the BA stunt, and footage of the plane and BA staff was widely used on TV.
HOW I SEE IT
Susie Aust, Director, bgb communications
Through a simple paint job, BA managed to turn the sporting success of many into a reflection of the UK's national carrier. Where Chris Hoy excelled in the velodrome, British Airways excelled on the runway - making itself as much the story as the athletes. Coverage included as many images of BA cabin crew waving flags, branded welcome home medals and the gold nose as the athletes themselves. By naming the plane 'Pride', BA also extended the story well, enlivening future journeys for hundreds of travellers sitting on the same plane as their Olympic heroes. At least for one afternoon, BA banished headlines of Terminal Five and oil prices, and reminded us of past glory and affection for our national carrier.