The new British Airways advertising campaign is incorporating social media marketing and a new Google+ site in a campaign that centers on a television commercial that takes a light-hearted look at the build-up to the London 2012 Olympic and Paralympic Games through the eyes of a little girl whose British bag is racing against luggage from other nations to make it to the arrivals hall first.

British Airways is the official airline partner of the London 2012 Olympic Games and Paralympic Games. The little girl is played by 4-year-old Magdalene Mountford and the voiceover is by veteran sports presenter Jim Rosenthal. The ad tagline is “2012. We're ready. To Fly. To Serve.” One of the print ads advises the reader that in 2012, British Airways cabin crew will serve three Olympic-size swimming pools worth of tea. Another describes how British Airways engineers will fit enough cable on board during 2012 to lap an Olympic track 80 times. A third tells readers that British Airways will welcome on board enough customers to fill 400 London Olympic Stadiums during the year. There is also one execution that echoes the TV ad simply featuring a gold medal emblazoned with the airline's “To Fly. To Serve.” coat of arms and the tagline “2012. We're ready.”