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The brilliant marketing campaign by airline giant

Written by MOS Editorial Team

Published on 12 July 2018

British Airways aims to attract new customers by tapping into the emotion of the 2018 soccer World Cup.

The airline carrier has released a special boarding pass for football to return home to London from Moscow after a 52-year hiatus.

The campaign led by global advertising and marketing agency Ogilvy UK has been featured in The Times, The Independent newspapers and 20 digital out of home sites across the UK.

The pass is a play on the popular Euro 96’ anthem ‘It’s coming home’, which has been bellowing out of UK pubs across Blighty for much of the past month.

Seat 52H is a reference to 52 years of hurt and 1966 is the last (and only) time England have won the World Cup when the tournament was held in the UK.

The time 1800 is when the final should be decided unless it goes into extra time and penalties.

Although England was knocked out of the World Cup by Croatia yesterday, the campaign has already made waves among England soccer fans with the possibility of hosting the event in four-years time.

A clever ploy by British Airways, placing the airline giant at the top of minds across the country.