British Airways: Visit mum

This case study describes how British Airways grew its market share from a low of 7% by identifying a demographic of Indian ex-pats in North America who flew home at least once a year.

British Airways: Visit mum

Ogilvy & Mather New York

British Airways and its version of Mission Impossible.

Our mission: Grow BA's North American business by 10%.

At its surface the task doesn't seem like summiting Everest.

But when BA looked to grow the route responsible for two-thirds of their revenue, the clouds darkened. Because that route, North America to London, promised very small (if any) growth. To add to the challenge, the specter of the Delta/Virgin merger guaranteed competition for that crumb would be a costly battle.

To meet its ambitious goal BA would have to look beyond its traditional...

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