British Airways: Visit Soon

This case study demonstrates how British Airways, the airline, used an emotional campaign in order to increase sales of flights between the UK and Australia.

British Airways: Visit Soon

Campaign details

Agency: OgilvyOne LondonClient: British AirwaysCategory: Travel and Hospitality / Transportation

Executive summary

British Airways wanted to fill planes on its UK to Australia route. But this is the longest flight in the world, with pricey tickets to boot. Research showed that people often only made the journey after being triggered by a life event such as a wedding or a funeral. To combat this, the campaign focused on a real family who'd moved to Australia, and a young daughter who missed her grandparents back in the UK. Two viral...

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