British Airways showed support for England ahead of the semi-finals and paid tribute to Southgate

By on Thursday, July 12, 2018

British Airways seized the opportunity to support England as they went into the World Cup semi-finals releasing several innovative social media campaigns and stunts.

On Friday 6th July 2018 BA released a unique plane ticket playing on the rising popularity of the British Euro 96 anthem ‘It’s Coming Home’ by Ian Broudie, David Baddiel and Frank Skinner. The ticket belonged to a passenger named ‘Football’, who was flying from Moscow to ‘Home’, obviously referencing the anthem. However, further subtle details were included on the ticket, for example it says ‘Gate: South’, in reference to Southgate himself, ‘Gate Closes: 1966’, in reference to the last time England won the world cup, ‘Seat: 52H’, in reference to how many years it has been since England won, as well as including the flight time and date that just so happens to be the date and time of the final this year. The ticket was created and designed by marketing and advertisement company Ogilvy and with its very interesting passenger details it quickly made its way around social media platforms.

BA took this even further the day before the semi-finals against Croatia making it clear that there was no stopping BA showing support for the England team. Indeed, the infamous M&S waistcoat, sported by England Manager Gareth Southgate throughout the tournament, was supplied to over 300 passengers on flights to Moscow from London. This come from M&S being the official supplier of formal wear to the England team and supplying food for BA’s short-haul flights.


It doesn’t end there, on the day of the match itself, the airline had made signs showing customers where to ‘ChecK-ane, in reference to team captain Harry Kane, as well as specialised World Cup safety demonstrations once on board the 8:45am flight to Moscow that morning. BA staff were also handing out England flags to customers and offering to paint the flag on their faces.

The ticket was seen by thousands on social media, as well as being featured in The Times and The Independent, along with being shown on 20 Digital Out-of-Home sites. It is great to see the quintessentially British airline backing the England team throughout the World Cup as well as amusing supporters around the world.


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