British Airways had created a 90 second film to promote their global operations. It showed people from all over the world coming together to form a smiling human face, which turns into a globe. It has a warm, emotional feeling with people from different embracing and meeting after a journey, to the soaring, inspiring, operatic notes of a musical anthem.

The objective of this campaign was simply to get people to watch the commercial on TV. It was aired on a popular TV show appropriately called "The World This Week". The press ad was captioned "Around the world in 90 seconds" and talked of "the face that brings the world together". to arouse curiosity and interest, it was promoted like a feature film, with a full-page newspaper ad (not shown here) designed like a film poster, describing it as "A stirring production of epic proportions". Highlighted in the copy were: Director: Hugh Hudson of Chariots of Fire Fame. Choreographer: Ludy Chabola, who choreographed the massive displays at the Los angeles Olympics. Music Director: Malcolm Maclarens, who composed inspiring treatments of operatic tracks.

The ad had a coupon which asked questions related to the film, in exchange for prizes...two free tickets to London and 3,342 early bird prizes of T-Shirts printed with the British Airways "face" graphics as shown on the envelope below.

Due to budget constraints the ad was run only once but drew 31,728 responses. A follow-up ad below shows the winner of the contest, backed by the "face composed of people" shown in the British Airways commercial. The headline says, "She watched the 90-second smile on "The World This Week" ... and now she's wearing it!" :)

This direct mailer below was sent to press-people to invite them to a screening of a film on the making of the British Airways Global film. The combination of press reports and the promotional contest ad achieved the objective of thousands of viewers actually watching the ad on TV, getting involved in it and noting its content.