In association with BBH Asian Pacific, British Airways has launched a new Asia-wide campaign promoting its Terminal 5 base at London Heathrow airport. The vintage-style ads are meant to evoke a more glamorous age in air travel at the same time as highlighting the terminal as a destination in its own right. Together with its IAG parter Iberia, British Airways is the sole tenant of Terminal 5 which opened in 2008. The new ad campaign is first being launched in India and Korea (British Airways only resumed flights to the Korean capital, Seoul, in 2012) before being rolled out across the region.
Asia is the world’s fastest growing aviation market and British Airways has said on numerous occasions that it wants to increase capacity between London and the region’s major business destinations. Capacity constraints at Heathrow are a major stumbling block in this ambition although the takeover of bmi in 2012 means that British Airways now has some 6% more slots than it did a year ago. A new service to Chengdu in China commences September 2013 while this November Hong Kong will become the second destination in British Airways’ route network to receive the new A380. Even so, British Airways still lags behind European competitors Air France/KLM and Lufthansa and there are numerous important Asian countries that it has no flights to at all – Malaysia, Indonesia, Vietnam & the Philippines.