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2015 SILVER TRANSPORTATION
UNITED STATES
British Airways Visit Mum
RAN IN: United States, Canada
CLIENT
British Airways
John McDonald, VP Marketing, North America Peggy Freeman, Commercial Marketing Director
Alfonso Marian, CCO Martin Lange, Executive Marketing Director Joshua Goldstein, Acct. Director Jonathan Rigby, Associate Director, Engagement Planning Claire Powell, Management Supervisor Jiaqi Li, Associate Director, Marketing Analytics Jim Thompson, Executive Creative Director Simona Lo, Executive Creative Director
SUMMARY
Visit Mum is the story of how one mother and her son captured the hearts of everyone living away from home. For British Airways, its a story of defying conventions in a category wrought with clichs and overly rational, price and product driven messaging by placing emotional, nostalgia-inducing content at the center of a retail campaign. Visit Mum not only reversed BAs fortunes on one of its most important routes, but set a precedent that would change the way BA approached retail marketing for years to come.
