British Airways in Bt250bn investment programme

British Airways is launching its biggest brand advertising campaign for a decade to coincide with a five-year programme of investment for the benefit of customers.

The campaign, on TV, in newspapers and online, showcases the airline's heritage and highlights the characteristics that make British Airways special: decades of flying know-how, thoughtful service and British style.

By placing new emphasis on its historic motto, To Fly. To Serve. , the airline is restating its resolve to put the customer at the heart of everything it does. Beyond the brand advertising, the airline has committed to spend more than Bt250 billion on customer products and services over the next five years. Through the investment, it will welcome new aircraft, a revamped first class and better lounges around the airline’s network. Funds will also be allocated to improved catering and new technologies to make the travel experience more comfortable and convenient for customers on the ground and in the air.

"The motto To Fly. To Serve. is part of the DNA of British Airways. It is on our coat of arms, and it is worn in crew uniforms. And it has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. It describes our purpose," said Keith Williams, British Airways' chief executive.