British Airways Goes Digital for the 2012 London Games

According to The Guardian, a leading US and world newspaper, British Airways planned to abandon TV advertising to focus it's efforts on print and, more importantly, digital advertising earlier this year.  After signing on as a top level supporter of the London Games in 2008, BA has established a two pronged campaign.  

The first step has been to used to as a means of soliciting outside professionals to add to the British Airways experience.  In this approach, Britains--chefs, artists, and script writers--are asked to submit proposals for in-flight menus, plane exterior design work, and in-flight short films that will combine and showcase the Olympics and the British culture.

British sailor Ben Ainslie surfing the
skies with British Airlines

As for the other aspect to their campaign, British Airways has plans for creating ads featuring the athletes they are sponsoring to make the British Olympic team.  

Abigail Comber, British Airways' head of branding, understood the necessity of a viral campaign to reach the audience members necessary to help them with their London Games campaign.

In addition, BA created a microsite to help facilitate an information base of their marketing efforts with the 2012 Olympics and Paralympics.

Anyone interested in attending a London Games event needs to see official site.

Source: http://www.guardian.co.uk/media/2011/may/05/british-airways-olympic-2012-adverts