British Airways brings British etiquette to China

British Airways has taken on the self-appointed role of the ambassador of British etiquette in a social media campaign targeting Chinese customers.

A series of tongue-in-cheek videos, to run online, feature British celebrities talking about Britishness and what is likely to cause offense when Chinese people visit Britain.

The first in the series features British golfer Justin Rose explaining how to, and how not to, behave on the golf course in Britain.

As part of the campaign British Airways has struck a deal with China’s equivalent of LinkedIn,, to create an online dialogue around things that they believe interest Chinese people most about Britain – doing business, British education, buying British real estate, and playing quintessentially British sports, such as golf.

Viktoria Williams, marketing lead Asia Pacific, British Airways, said in a press release: “British Airways is well positioned to be the ultimate ambassador of British Etiquette. And what better way to bring this idea to life than engaging with our customers on all things they love about Britain.”

“We hope this campaign provides valuable content and knowledge to users, facilitating conversations that help our customers enjoy the British experience to the fullest,” she said.

The agency behind the campaign was British agency BBH.

The campaign comes a month after a disgruntled British Airways customer spent $1000 on a promoted tweet to complain about the airline’s customer service. He tweeted: “Don’t fly @BritishAirways. Their customer service is horrendous.”


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