British Airway’s new heart-warming new marketing campaign

February 16, 2014 4 Comments 422 Views

Friday, February 14th, launched its new marketing campaign ‘Go Further to Get Closer’. The mini-film narrates the story of Sumeet Gupta and how he surprises his wife Chetna with an overseas trip allowing them to escape from daily intrusions and get closer to each other.

The marketing film has been produced by Ogilvy India and is based on the insight that young couples today have made work their top priority in life. This mind-set is taking a toll on their personal relationships as they are unable to spend enough quality time with their partners. This is especially true for young couples, who are surrounded with extended family for most of their young lives. For these couples, international travel provides great opportunities to spend quality time with their respective partners as not only are they away from work, but also from the daily intrusions of family and friends. They tend to discover a new facet of their companion, as they discover a new destination, leading to better bonding.

Quiz on Facebook

In support of the campaign, British Airways is also launching a ‘How close are you?’ quiz on its official Facebook page. As part of this fun quiz, couples will be encouraged to answer light-hearted questions about their partner and tag him/her on their social circles. Three winning couples will bag a special return trip to London and a grand opportunity to rekindle their love and passion!

Christopher Fordyce, Regional Commercial Manager, South Asia, British Airways, said

“The essence of ‘Go Further to Get Closer’ lies within the dissipating love and passion in the relationship; a loss affecting personal lives of people. The work pressure and tech-savvy lifestyle leading to communication gap and the only solution being – a getaway to a new destination. Our film focusses on spending quality time with your partner and strengthening the love bond whilst discovering a new place and enjoying your travelling experience with British Airways.”

About Devesh Agarwal

A electronics and automotive product management, marketing and branding expert, he was awarded a silver medal at the Lockheed Martin innovation competition 2010. He is ranked 6th on Mashable's list of aviation pros on Twitter and in addition to Bangalore Aviation, he has contributed to leading publications like Aviation Week, Conde Nast Traveller India, The Economic Times, and The Mint (a Wall Street Journal content partner). He remains a frequent flier and shares the good, the bad, and the ugly about the Indian aviation industry without fear or favour.

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4 comments

  1. Siddarth Bhandary
    February 17, 2014 at 13:13

    Brilliant. I totally liked the last statement ‘Sometimes we have to go far to get close’.

  2. Sanjeev M
    February 19, 2014 at 06:03

    As always, BA marketing at its best. It’s no surprise they have one of the strongest, most refined brands in aviation.

  3. Shekar
    February 19, 2014 at 07:29

    I am not a greatest fan of British Airways, but this Ad definitely drives the point of “Why British Airways?”. Excellent Ad. I loved the tagline, “Sometimes we have to go far to get closer”. 5-Star Ad, indeed. Bravo BA!

  4. john russell
    March 18, 2014 at 18:11

    The ad is the way to go,now all they have to do is up the service-ie Singapore Airlines,Emirates Airlines,Lufthansa,Cathay,Thai and Qantas etc

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