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British Airways melts your heart with #visitmum, ethnic marketing at its best | Up Skip to content INSIGHTS Articles Resources Presentations Infographics Whitepapers iPhone App Kindle CONSULTING TRAINING Speaking MasterClass IATA Webinars PRODUCTS Airline Marketing Benchmark Reports Airport Marketing Benchmark Reports ROI Dashboards Partners ABOUT CONTACT 01 '13 Aug British Airways melts your heart with #visitmum, ethnic marketing cheap airline tickets online london england sites at its best by Shashank Nigam 󰁕 Previous
MAJOR CATEGORIES Revenue Engagement Loyalty Customer Service Crisis Management PR Airports When I was a kid growing up in Delhi, India, we seldom ate out. Mom always cooked at home for lunch after we got back from school, for dinner, for parties. She packed lunches for my brother and I for school breaks, and even my dad, on a daily basis. And that was the case not just at my home, but almost every one of my school friends moms did the same. So naturally, now that I m no longer home with my mom as often as I want to be, I crave mom s cookings. It s a lingering feeling. And British Airways cheap airline tickets online london england sites perfectly tapped this feeling in its latest campaign, which is featured below.
There are over four million Indian-nationals living in the US, and millions others around the world, who usually make an annual pilgrimage back to India. In the previous decades, the preferred cheap airline tickets online london england sites options to get to India was on major European carriers like Lufthansa, Air France, KLM and British Airways. But with the onslaught from the Middle East carriers and other cheaper and more convenient alternatives like Jet Airways, the incumbents need to think differently about marketing to this segment. And British Airways latest effort hits the right notes.
The story of an Indian mom sharing how she cooked for her son when he was a kid, before he left for the US at the age of seventeen is heart warming. To see her cook his favourite dish to be sent on a BA flight to the US simply swelled up emotions. And finally, seeing the surprise on her face when her son appears is magical. A very well executed campaign, with authentic touches, like showing how the mom shops, cheap airline tickets online london england sites to even the actual handwritten recipe being featured on the website, shows the sensitivity of the campaign. Emotional reactions online
Designed and developed by Ogilvy in New York, the campaign garnered over 75,000 views on Youtube in the first couple of days after being posted. cheap airline tickets online london england sites And the immediate reaction from Indians around the world on Twitter and Facebook seemed to indicate that the message got home.
The overwhelming response to the campaign from the core target market overseas Indians makes it clear that airlines need to think differently about marketing in today s world. The days are gone when glossy advertisements featuring models would get people to buy a ticket (like Malaysia Airlines latest campaign ).
Bio Twitter LinkedIn cheap airline tickets online london england sites Latest Posts Shashank Nigam CEO at SimpliFlying cheap airline tickets online london england sites Shashank Nigam is the CEO of SimpliFlying and a globally sought-after consultant, speaker and thought-leader on airline branding cheap airline tickets online london england sites and customer engagement cheap airline tickets online london england sites strategy. He is also the youngest winner of the Global Brand Leadership Award and has addressed senior aviation cheap airline tickets online london england sites executives globally, from Chile to Canada and from Sydney to San Francisco. Shashank's perspectives have found their way into major media outlets, cheap airline tickets online london england sites including CNN Travel, CNBC, MSNBC, Bloomberg UTV, Mashable and in leading publications like Airline Business, ATW, Aviation Week, and others. cheap airline tickets online london england sites Shashank studied Information Systems Management and Business Management at Singapore cheap airline tickets online london england sites Management University and Carnegie Mellon University. Hailing from India, he splits his time between Singapore cheap airline tickets online london england sites and Vancouver, among other cities. @simpliflying Follow @simpliflying Latest posts by Shashank Nigam ( see all ) British Airways melts your heart with #visitmum, ethnic marketing at its best - August 1, 2013 Boeing s 787 Dreamliner Flight Tracker Program aims to rebuild brand trust (and has some neat features!) - July 11, 2013 Asiana Airlines Flight 214 crash-landing in SFO Crisis Management Case Study and Analysis - July 9, 2013 August 1, 2013 Categories: Advertisement , Case Studies , Engagement Tags: British Airways , ethnic marketing , visitmum Previous Article Search for: Browse Our Articles
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