British Airways à la recherche des talents

British Airways lance aujourd’hui leur plan d’activation autour des Jeux Olympiques et Paralympiques de Londres 2012 et pour une fois, cette campagne ne fera pas l’objet d’investissement TV.

Pour rappel, British Airways est partenaire officiel du Comité d’Organisation de Londres 2012 (LOCOG) pour la modique somme de 45 millions d’euros!

La compagnie aérienne officielle des J.O. 2012 a donc décidé que la télévision ne bénéficiera pas du budget média mis à disposition pour cette campagne, qui fera donc l’objet d’une communication via des partenariats médias et de la publicité online. « Nous avons décidé d’utiliser la presse et le digital pour faire vivre ce dispositif sur la durée », dit Abigail Comber, directrice de la marque British Airways. « Nous produirons des vidéos virales pour notre site dédié. Nous avons le budget [pour de l’investissement TV], ce n’est pas une question financière. C’est une question de toucher notre public au bon moment et la TV ne nous offrait pas cette flexibilité ».

Mais parlons de ce plan d’activation… British Airways a décidé de s’associer avec 3 talents britanniques (là ca vous fait penser à X Factor et autre Nouvelle Star), l’acteur Richard E. Grant, l’artiste Tracey Emin et le chef Heston Blumenthal (de gauche à droite), et lance pour l’occasion un concours de jeunes talents dans ces 3 disciplines (cuisine, cinéma & art) avec à la clé une rencontre avec ces talents confirmés et un travail de co-création autour d’une oeuvre.

La production finale entre les gagnants et les ambassadeurs tournera autour de la thématique des Jeux Olympiques bien évidemment, puisque dans la thématique cuisine, l’apprenti-chef et Heston Blumenthal composeront et produiront un menu Olympique servi dans les avions de British Airways, Richard E. Grant et le vainqueur travailleront sur un mini-film qui sera diffusé dans les avions British Airways et durant la cérémonie d’ouverture (audience garantie!) alors que dans la thématique « Art », le grand gagnant et Tracey Emin travailleront sur une œuvre qui viendra recouvrir les avions British Airways.

Cette activation de British Airways, appelée « BA Great Britons », la plus grande initiative en marketing sportif de la marque, est ouverte aux Britanniques âgés de 16 et plus. Les propositions seront sélectionnées par les ambassadeurs mais aussi les BAFTA (British Academy of Film and Television Arts), la Royal Academy of Arts et le Taste Festival sur des critères de créativité, passion, expérience et talent brut.

La vidéo de présentation du programme :

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2 Rétroliens / Pings

  1. Publicités des sponsors de Jeux Olympiques de Londres 2012 | - Le Blog du Marketing Sportif
  2. British Airways - Home Advantage | - Le Blog du Marketing Sportif

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