British Airways: Visit Soon

This case study demonstrates how British Airways, the airline, used a direct email marketing campaign to increase sales of flights between the UK and Australia.

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...

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