BRITISH AIRWAYS TO BRING CAMPAIGN WEST
By Adnews Staff
British Airways will bring its global campaign to Canada in the fall. The campaign uses TV, cinema, print, posters and radio created by M&C Saatchi of London. In Canada, Vickers & Benson Advertising of Toronto will handle media buying. The TV ads explore two areas: the diversity of the world's geography alongside the emotion shared by people everywhere in the world, from the heat of Africa and the first sight of rain, to the excitement of an American sporting triumph and a rural image of China where a grandmother is presented with her first grandchild. The themeline of the TV ads is "the world is closer than you think." The print ads highlight the diversity of the countries of the world and depict everday events such as boys playing football in Mexico, fishermen in Sri Lanka and a traditional Italian wedding. The campaign began running in the U.K. last week.