WHY DOES BRITISH AIRWAYS SPEND SO MUCH ON ADS THAT AREN’T DESIGNED TO SELL FLIGHTS?

Summary from the TLDR Marketing newsletter

British Airways recently dropped a new outdoor ad campaign, Windows, that captures the wonder felt by passengers peering out the window at 35,000 feet. There’s no slogan, no website, and no call to action — instead, the ads sell a feeling. Brand marketing like this can effectively sell value because it focuses on customer experience and expectations. BA’s advertising strategy is to get in a consumer’s head before the price comparison game begins. If the brand were to focus on its amenities in its advertising instead, then it risks inviting the pricing concerns earlier.