American Airlines x British Airways
THE BEST OF BOTH WORLDS
American Airlines approached Studio Black Tomato with the aim to educate high-net-worth Business Class travellers in London on the new partnership between British Airways and American Airlines. The resulting work was a conversation between two cultures within a paid-for video ad aimed at driving people towards the wider campaign microsite.
The subject of the video was not the services themselves but rather a more subtle campaign based around the cultural differences between the British and American.
In the end, our proposal was fairly simple. Put two charismatic US/UK influencers – Danny Care (UK Rugby), Jason Bell (US Football) and Sandia Chang (chef/entrepreneur), Florence Knight (chef/author) with similar professional backgrounds in a room together and film their conversations as they explore their professional and personal similarities and differences.
The content we captured from just one day in a London studio was fantastic. Interesting, engaging and often comical – the videos we’ve produced are the perfect addition to a campaign aimed at highlighting the similarities, differences, but most importantly the fantastic benefits of American Airlines and British Airways working together.
Our hope was to change perceptions.
The decision to choose a particular airline, especially for long-haul, is sometimes practical but very considered and emotional. Our aim was to not just convince new customers that the partnership had benefits but more importantly re-assure existing customers that they would be improving their experience in a way that was consistent with both brands’ tone-of-voice and marketing to date.