British Airways - Visit Soon

British Airways - Visit Soon

For the third time in just 12 months, British Airways has created another heart-warming film, called ‘Visit Soon’. Following two previous campaigns, “Visit Mum ” (covered in our September 2013 report) and “Go Futher To Get Closer ”(covered in our March 2014 report), as part of marketing strategy for India that focuses on introducing India-specific initiatives and create an emotional and meaningful connection with an younger audience, the airline has launched a film aimed at passengers on the Kangaroo route.

The Visit Soon campaign , created by BA in partnership with Tourism Australia, features a short video clip that portrays the real life story of Esme Rowling, an eight year old English girl living with her parents in Bondi, Australia. The video focuses on how much Esme misses her grandparents who are in the UK.

When Rowling’s grandparents went to watch a film in London, they were surprised to see the video of their granddaughter on the big movie screen, and even more surprised when they were presented with a flight ticket to Sydney by BA and Tourism Australia.

The video has been viewed over 800,000 times within a month on YouTube equaling the success of the previous two campaigns by BA.

BA’s recent videos follows a bigger trend in airline marketing, namely that of storytelling, whereby viewers build a deeper emotional attachment to the brand. Other prominent examples include the KLM Surprise and WestJet’s Christmas Travellers campaigns.