{"id":251,"date":"2018-12-31T13:18:00","date_gmt":"2018-12-31T13:18:00","guid":{"rendered":"http:\/\/johncomber.co.uk\/johncomber\/?p=251"},"modified":"2025-05-14T11:37:42","modified_gmt":"2025-05-14T10:37:42","slug":"ba-china-social","status":"publish","type":"post","link":"https:\/\/johncomber.co.uk\/?p=251","title":{"rendered":"BRITISH AIRWAYS SOCIAL FILMS"},"content":{"rendered":"<p style=\"text-align: center;\">On a shoestring budget, BA wanted to gain more awareness in China.<\/p>\n<p style=\"text-align: center;\">My starting point, I knew the Chinese love British culture. And research showed familiarity with our etiquette helps them integrate in the West. So I created a social campaign that placed BA as the &#8216;Ambassadors of Britishness&#8217; and in a lighthearted way, helped the Chinese learn a few British quirks.<\/p>\n<p style=\"text-align: center;\">Henry the butler was the spokesperson imparting advice in a series of instructional films starting with a lesson on the British bromance (in China, Britain is seen as the home of the bromance because of the TV show Sherlock &#8211; odd but true). I put together content that spread across Weibo, YouKu, QQ and WeChat. It reached 42.57 million people (and counting) &#8211; so a success.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128662643?byline=0&amp;portrait=0\" width=\"670\" height=\"377\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<div class='content-column one_half'><div style=\"padding-right:6px;\"><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128662644?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128664026?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128664030?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><br \/><\/div><\/div>\n<div class='content-column one_half last_column'><div style=\"padding-left:6px;\"><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128664029?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128664027?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128664028?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><br \/><\/div><\/div><div class='clear_column'><\/div>\n<span class=\"\" style=\"display:block;clear:both;height: 0px;padding-top: 13px;border-top-width:0px;border-bottom-width:0px;\"><\/span>\n<p style=\"text-align: center;\">Henry on a Chinese social platform and the BA Chinese site\u2026<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-291\" src=\"https:\/\/mediumturquoise-anteater-381005.hostingersite.com\/wp-content\/uploads\/2025\/03\/etiquette6b.jpg\" alt=\"\" width=\"720\" height=\"488\" \/><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-290\" style=\"border: 1px solid #000;\" src=\"https:\/\/mediumturquoise-anteater-381005.hostingersite.com\/wp-content\/uploads\/2025\/03\/etiquette3b.jpg\" alt=\"\" width=\"720\" height=\"543\" \/><\/p>\n<p style=\"text-align: center;\"><b>Ask Henry\u2026<\/b><\/p>\n<p style=\"text-align: center;\">For the second phase of the etiquette campaign, I asked the Chinese social community what they would most like to learn about Western etiquette. After a huge response, I hand picked a selection then filmed Henry giving the answers.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128717911?byline=0&amp;portrait=0\" width=\"670\" height=\"377\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<div class='content-column one_half'><div style=\"padding-right:6px;\"><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128730920?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128730921?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128730922?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><br \/><\/div><\/div>\n<div class='content-column one_half last_column'><div style=\"padding-left:6px;\"><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128730923?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128730924?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/128731329?byline=0&amp;portrait=0\" width=\"320\" height=\"180\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><br \/><\/div><\/div><div class='clear_column'><\/div>\n","protected":false},"excerpt":{"rendered":"<p>On a shoestring budget, BA wanted to gain more awareness in China. My starting point, I knew the Chinese love British culture. And research showed familiarity with our etiquette helps them integrate in the West. So I created a social campaign that placed BA as the &#8216;Ambassadors of Britishness&#8217; and in a lighthearted way, helped [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2797,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,96],"tags":[86,87,88,475,476,477,478,479,480,456,339,89,357,481,341,482,470,95,430,360,343,483,462,484,485,486],"class_list":["post-251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-airline","category-travel","tag-airline","tag-airlines","tag-aviation","tag-british-class-system","tag-british-etiquette","tag-british-upper-class","tag-butler","tag-china","tag-chinese-social-media","tag-content","tag-facebook","tag-flights","tag-flying","tag-manners","tag-social","tag-social-etiquette","tag-social-films","tag-transport","tag-transportation","tag-travel","tag-twitter","tag-web-content","tag-website","tag-wechat","tag-weibo","tag-youku"],"_links":{"self":[{"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/251","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=251"}],"version-history":[{"count":3,"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/251\/revisions"}],"predecessor-version":[{"id":4134,"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/251\/revisions\/4134"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=\/wp\/v2\/media\/2797"}],"wp:attachment":[{"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=251"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=251"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/johncomber.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=251"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}