The above post is exactly what Silverjet should be talking about. In many ways, the re-hashed BA ad they've done is a failed attempt at doing just that.
Those elements above are stuff that their target audience needs to know and will get them new custom.
Build those elements into a nice looking, or dare I say even a striking ad package, and you're in business. Premium business.
Shout about your points of difference - even if they're things that your competitors do, but you're confident you do better - it's still a difference.
Your company's long-term aspirations don't mean a thing to your customers until they feel the benefits themselves. They're only interested in what you can do for them today.
Focus on what you've got in the here and now, not things you haven't got or stuff that you want to have in the future. You'll only disappoint or even offend if you choose to deceive.