MUMBAI: 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 ?5 billion on customer products and services over the next five years.

The investment will see British Airways customers benefiting from new aircraft, new World Traveller and World Traveller Plus cabins, a revamped First class, significant improvements at Gatwick 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.

British Airways‘ CEO Keith Williams said, "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. "

The 90-second ad has launched today on the airline‘s Facebook page: www.facebook.com/britishairways, following an online ‘teaser‘ campaign over the last few weeks.

This is the first time the airline has used social media to premiere an advert. Its television debut will take place on UK broadcaster Channel 4 during Grand Designs‘ first commercial break.

The TV ad will run alongside a print campaign, highlighting the experience, expertise and care for customers shown by teams across the airline every day.