Thomson Airways, the first UK airline to fly the Boeing 787 Dreamliner, is launching an integrated brand campaign this month as the Dreamliner arrives in the UK for the first time at the Farnborough International Air Show (18-25 July).

The ‘Live the Dreamliner’ campaign, developed by Beattie McGuinness Bungay will excite consumers in the build-up to this significant milestone in aviation history, working across all platforms ATL, BTL, online and PR with the in-house team and Bondy Consulting. Advertising and other promotions will break in the run-up to the UK’s first 787 commercial flight, onboard Thomson Airways, in January 2012.

The new 787 Dreamliner, hailed as the greatest development in aviation history since Concorde, is the first passenger aircraft to be created by Boeing in over a decade. The aircraft will transform the flying experience by offering passengers more personal space and reduced symptoms of jet lag, dehydration and travel sickness. It’s considerable environmental benefits and the ability to travel further on less fuel, means this new aircraft really does represent the future of air travel.

At the heart of the “Live the Dreamliner” campaign is an iconic visual of pilot wings, which have a slight upturn to reflect the distinctive wing shape of the 787. The wings have been developed with an unmistakeable chrome effect, and the Thomson Airways ‘smile’ symbol is proudly engraved to highlight the fact that Thomson Airways is the first UK airline to introduce this new era of air travel to holidaymakers

The campaign will kick off with the launch of a new website – www.livethedreamliner.co.uk – and sponsorship of the new film Legends of Flight 3D, being screened at the IMAX Science Museum’s 3D Cinema.  The film opens to the public on 12 July, following the European Premiere last night (8 July), and showcases some of history’s most amazing aircraft and lessons learnt. Narrated by chief Dreamliner test pilot Mike Carriker, the film includes state of the art 3-D graphics to show aircraft – real and computerised – flying out into the audience and zooming into the new 787.

Speaking about the campaign, Thomson Senior Marketing Manager, Rebecca Edwards says:

“It is a great honour for Thomson Airways to be the UK launch airline for this incredible aircraft and our ‘Live the Dreamliner’ campaign fits with our leadership position, not only in the holiday business but at the forefront of aviation history.

“This revolutionary aircraft will offer Thomson Airways customers an unrivalled flying experience unlike anything they have had before and will truly allow them to live the dream that is Dreamliner.”