In-Flight Menus

I developed the copy direction for British Airways' in-flight menu copy, across First, Club World, World Traveller Plus and World Traveler. The work formed part of a wider tone-of-voice transformation designed to modernise the brand and rebuild customer confidence following the pandemic.

This included introducing my line 'Sit back and relax, we'll take it from here', a key brand line that continues to be used across the customer journey.