British Airways — Slough’s Favourite Airline

Britain’s national carrier used to represent the pinnacle of air travel. Now, the brand is straining under the weight of history — and increased competition from the East.

Originally publsihed by The Drum, November 2023

British Airways used to be the king of the flying world. Britain’s national carrier — the self-styled ‘World’s Favourite Airline’. For decades, BA’s advertising made you proud to be British. It had a robust confidence twinned with a self-deprecating sense of humour, best characterised in its 1999 campaign…