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...