British Airways: Visit Soon
OgilvyOne UK
Campaign overview
In order to fill flights to Australia, the longest route on its network, British Airways needed to identify a target audience with a propensity to undertake the journey – and provide them with the right inspiration to consider flying as soon as possible. By telling a real-life story of a girl in Australia who missed her grandparents in the UK, BA moved more people to finally make the trip.
Strategy
Analysis identified that the audience with the most potential were the over fifties with younger relatives in Australia. This group had both...