SEA MOM DELTA Over the past few years a number of airlines have tapped into ‘Mother Power’ to persuade people to fly home. For example, in January 2017, HOP! Air France gave Parisian parents the chance to purchase a pair of Adidas sneakers and have it sent to a child who lives in another city The catch in this ‘Run to Mum’ campaign was that HOP! Air France only sent one shoe to the child. Getting the other shoe meant flying to see your parents to collect it. Meanwhile probably the best known campaign in the whole genre is the 2013 “Ticket to visit mum” from British Airways. Targeting Indian expats in North America, the launch video featured a mother in India saying how much she misses her son and cooking his favourite dish. BA then flew her to the US to surprise her son, with the home cooked meal. ‘Ticket to visit mum’ was one of the most high profile airline campaigns of that year. According
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AIRLINE MARKETING MONTHLY 9/2018
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