British Airways North America: Visit Mum

This case study explains how British Airways, the airline, grew sales in North America by connecting with expat Indians.

British Airways North America: Visit Mum

Jonathan Rigby

Campaign details

Client: British Airways North AmericaAgency: Ogilvy-New YorkBrand: British Airways

Summary

Visit Mum is the story of how one mother and her son were able to invoke tear-jerking nostalgia in anyone 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. It's a story that changes the conversation about an airline's role in people's lives, a conversation that captures hearts before it speaks to minds.

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