British Airways: Visit Mum

This case study explains how British Airways (BA), the airline, used emotional storytelling to encourage more North Americans to fly with BA when visiting relatives in India.

British Airways: Visit Mum

OgilvyOne

Summary

A Ticket to Visit Mum is the story of how one mother and her son were able to capture the hearts of everyone living away from home. For British Airways, it's a story of defying conventions in a category wrought with clichés and overly rational, price and product driven messaging.

We brought together the various disciplines in our industry to solve a critical business problem – how do you get more people to fly on BA from North America. The client and data analysts discovered a huge business opportunity to India, while ethnographers and...

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