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BRITISH AIRWAYS – VISIT SOON
Creative Director / Art Director
How could British Airways persuade more people to fly to Australia? Especially as it’s their longest flight from the UK? We started by talking to people already in Australia.
Whilst they love the lifestyle, they told us the one thing their country's missing Is their family back in England.
So rather than us tell people to get on a plane, we let their families deliver the message for us.
That Australia has everything… Except you.
We found a little girl called Esme who enjoys everything about her amazing new home. But the one thing missing is her grandparents.
So we invited her grandparents to a cinema in London one evening, without telling them they were going to see a film made just for them.
We also created a way for others in Australia to let their families in the UK know how much they were missed.
And it worked – for the duration of the campaign, BA saw a 47% uplift in bookings to Australia.
And most importantly, got families reuniting.
Including Esme’s.
