Storytelling Campaign

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In its latest campaigns, British Airways is consistently making use of storytelling elements. After releasing marketing campaigns earlier this year, which were targeted at Indian travellers, the latest effort is aimed at UK travellers to Australia. The campaign, which is entitled #VisitSoon, is run in conjunction with Tourism Australia.

THE CAMPAIGN

The campaign clip is centred around the real story about Esme Rowling, an eight year old girl living with her English parents in Bondi, an Australian town on the outskirts of Sydney. The video shows Esme’s grandparents in the cinema. What the grandparents do not realise at this point is that they are about to see a short film, featuring the happy life of their grand daughter in Australia, and how much she misses her grandparents. To their surprise, a crew member of British Airways hands them over a flight ticket to Sydney at the end of the clip. Speaking to Tnooz, Denise van Wald, the regional manager for the UK from Tourism Australia said: “Visiting Friends and Relatives (VFR) represented a large and valuable market, and with the UK economy recovering, now was the ideal time to be launching such a campaign.”

STORY TELLING AT THE FOREFRONT

This most recent campaign follows a bigger trend in airline marketing, namely that of storytelling. British Airways made previously use of storytelling driven campaigns to target in particular the Indian market. Most notable were the campaigns Visit Mum, which encouraged Indians living abroad to visit their mothers back home in India; and the Valentines campaign Go further Get closer, which targeted couples to promote spending quality time abroad. But also other airlines make frequently use of storytelling to market their brands. Most prominent examples include the KLM Surprise as well as WestJets Christmas Travellers campaign.

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