British Airways has launched its first brand campaign in China, positioning BA as an ambassador of British etiquette.

Giving an insight into British etiquette, The aim of the campaign aims to help the audience in China feel more at home in Britain whether they are travelling for business or for leisure. It will consist of series of fun and educational short videos, animations and other types of content seeded on social media platforms.

The campaign is hosted by an etiquette icon, a British butler who delivers lessons in a very light-hearted manner. The first lesson is about ‘bromance’ and the airline will be running a competition in China later this year to win an Etiquette experience.

BA has more than 500,000 followers on Chinese social media platforms.