To Fly. To Serve.
These four words were painted on the tailfins of our early aircraft. And our pilots still wear them with pride. In the lining of their jackets and on the peaks of their hats.
They're rarely noticed, but they've always been at the heart of everything we do. Because they're not a slogan. They're a promise. We're committing to this promise again and we'll continue to build on it. With the certainty that we face our future with the same pride we feel for our past.
To Fly. To Serve.
It's what we do. It's who we are.
http://www.youtube.com/watch?v=x_G4MV_DG2Q&feature=relmfu
http://www.britishairways.com/travel/to-fly-to-serve/public/en_gb
Please note that they aren't throwing around this "we are primarily here for your safety" nonsense. The video mentions safety IN ADDITION to providing superior service,
Josh