British Airways Strengthening the spirit of service
How we helped British Airways turn their customer service into a daily act of recognition, pride and purpose.
After the pandemic, Britain’s biggest airline was ready to welcome the world back on board. With thousands of new recruits and millions of customers expected, they needed to refocus on what set them apart: warm, personal service. So, we created “Bring the Warmth”, a campaign that inspired over 3,000 of their people to reconnect with the magic of customer care, every day.
20%
Increase in colleagues understanding their role in delivering warmth
2,537
Colleague nominations using the “Bring the Warmth” tag
Winner
Best Internal Communications Campaign, Corp Comms Awards 2024
THE BACKGROUND
Post-pandemic, the airline industry was back in full swing and for the UK’s largest airline, that meant preparing for record numbers of passengers, while onboarding 3,000 new recruits. The challenge wasn’t just operational; it was cultural. Amid fast growth, high expectations and global recovery, they needed to recentre customer service as a top priority.
PROBLEM
British Airways’ customer service needed to feel like a purpose again – not just a process.
SOLUTION
To deliver warmth at scale, British Airways’ people first needed to feel seen, valued and proud to be part of a world-class airline.
OUR APPROACH
Having analysed customer feedback and spoken to cabin crew to understand what made service exceptional, one thing stood out: warmth. The small, human moments. This insight inspired the campaign. “Bring the Warmth” was designed to inspire and empower colleagues, and recognise them for delivering world-class service with heart.
It spanned 16 weeks with a powerful narrative, a suite of real filmed stories, physical and digital assets, user-generated content and a brand new “Glad you were there” recognition mechanic which encouraged peer-to-peer appreciation. From check-in to arrival, every colleague radiated exceptional service, bringing British Airways to life as only they could.
THE OUTCOME
“Bring the Warmth” was a soaring success, helping colleagues see customer service not as a task but as a point of pride and a shared standard. Recognition increased, engagement grew and British Airways saw an early uptick in customer sentiment.
