BA & Pam Ann reach million click status

British Airways partnered with the famous comedienne Caroline Reid, playing spoof air stewardess Pam Ann for a hilarious viral marketing campaign which launched on October 11. Within five weeks, viewing of the clip passed the million mark and YouTube reports that it is the second most accessed clip of the month in comedy.

The campaign was made up of six different clips and seeded on various video sharing websites, including YouTube and was launched to complement BA’s through-the-line ‘upgrade’ campaign.

BA Digital marketing manager Chris Davies was responsible for driving the campaign through digital agency Agency.com.

This funny, irreverent campaign aimed to raise the profile of a side to British Airways that isn’t often seen, as well as to highlight the professionalism of our crew.

Chris Davies said: “Our cabin crew love Pam Ann and were key to this campaign. British Airways is constantly challenging traditional approaches to engaging our customers and with this campaign, we took the lead from our staff.

At least a million clicks so far and some of the great feedback we’ve had proves to us that Pam Ann has hit the mark.

To view the clip, follow this link: Britishairwaysandpamann.com.