British Airways is launching a significant new campaign with BBH London – it’s the airline’s biggest campaign in 11 years. Keith Williams, Chief Executive of British Airways, said this is the “opening of a new chapter” for the airline after a difficult decade.

The tagline “To fly. To serve.” comes from British Airway’s coat of arms, reinforcing the rebrand’s focus on customer satisfaction – the airline is investing $8 billion in an overhaul to improve its customer experience.