- British Airways unveils No One Flies Like Her, a new campaign celebrating the England women’s rugby team as national icons and British Originals
- Created by British Airways’ in-house Creative Studio, the campaign captures members of the Red Roses team in motion, reflecting their strength and spirit
- Elsewhere, the airline is celebrating the tournament by showing live matches in its lounges and expanding its inflight entertainment on board to include more women’s sport content
British Airways has unveiled its latest multi-channel partnership campaign, No One Flies Like Her, a high-flying tribute to the England women’s rugby team, the Red Roses. The new campaign comes just ahead of the Red Roses taking to the global stage on home soil.
The campaign celebrates the players as national icons and their legacy, championing originality and those shaping British culture.
Under the creative concept No One Flies Like Her, the campaign comes to life in striking out-of-home visuals and paid social media content that will appear across the UK from 22 August, coinciding with the Red Roses’ first match.
The campaign is a national shout-out strategically placed near stadiums, major rail stations and roadside sites. The visuals feature powerful portraits of Red Roses players, captured in motion to reflect their strength and spirit, showing them as the incredible athletes that they are.
Primarily black and white, with simple and considered use of colour, the artwork features the England Rugby rose in full colour – a symbol of the team’s identity and a tribute from one British icon to another.
Calum Laming, British Airways’ Chief Customer Officer, said: “At British Airways, we know what it means to carry the flag, and are so very proud to share this honour with the Red Roses. This campaign is a tribute from one British Original to another and aims to inspire future teams to rise.
“Our long-standing partnership with England Rugby is incredibly special to us and we continue to support the teams both on and off the pitch. We wanted to help tell the team’s story in a way that’s bold, proud and unmistakably British Airways, and we wish them all the luck in the world in the forthcoming tournament.”
Claudio Borges, Executive Director of Commercial and Marketing at the RFU said, ‘‘We are delighted to partner with British Airways and see their continued support of the Red Roses at an exciting time for Women’s rugby. The No One Flies Like Her campaign brilliantly celebrates our players as the national heroes they are and helps in our shared ambitions to reach new audiences and grow the sport’’.
The campaign is supported by a series of activations across the British Airways customer experience, designed to make fans feel part of the team’s journey and story.
Before take-off
From 22 August, live matches will be shown on TVs across British Airways’ Heathrow lounges, which will be specially decorated with red roses. Colouring sheets of the key campaign visuals will be available for younger fans in Heathrow’s Skyflyer Kids Zones during the final week of the tournament. Customers will also be able to enjoy rose-inspired cocktails in First and Concorde lounges. On the afternoon of the final match, Hummingbird Bakery’s Red Velvet cupcakes will be available at British Airways’ T5 Club Lounges.
On board
A curated selection of women’s sport content will be available to watch on board, including the O2 Inside Line series, and a rose amuse-bouche will be served for customers travelling in First.
High-flying partnerships
British Airways is also partnering with The Good, The Scaz & The Rugby podcast to deliver a bespoke branded segment, High Flyers, spotlighting standout Red Roses players throughout the campaign. The segment will run weekly across social and podcast platforms, reinforcing the airline’s commitment to women’s sport and its support of the Red Roses. As part of this partnership, British Airways has produced a special episode featuring Emily Scarratt, who will be taking to the world stage for the fifth time in her Red Roses career – a first in the team’s history.
The campaign follows the recent launch of the British Airways Spaces for All Fund, a joint initiative with England Rugby dedicated to supporting grassroots rugby clubs over the next three years. More than 10 local rugby clubs have benefited from the airline’s investment so far, with funds being used to improve their facilities to welcome more people into rugby and create a welcoming environment that is more accessible and inclusive for women and girls.
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