BRITISH AIRWAYS LAUNCHES VALENTINE’S DAY CAMPAIGN
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In a bid to attract the Indian youth segment, British Airways has launched a special campaign on the occasion of Valentine’s Day, promoting it as a great time to get away from the stress of daily life. The campaign, named “Go Further To Get Closer”, features a real-life couple that won a fully-paid trip to London following a contest that was run online by the airline.
Addressing the press in Mumbai recently, Christopher Fordyce, Regional Commercial Manager, South Asia, British Airways said, “We recognise that the Indian customer needs a different kind of communication. We therefore localised our campaign. The video will run on the digital platform and across social media, which is the medium most used by the Indian youth.”
Speaking about the growth of British Airways in India, Fordyce revealed that the airline has invested GBP 5 billion in 2011 in services and products, and has been working to improve and enhance these over the years. This new campaign, which is the first ever digital campaign in India, is a step in that direction.
Fordyce further added that British Airways may look at more campaigns along these lines if “Go Further To Get Closer” meets with success. “We have several visitor segments that we can tap through similar campaigns, such as students, VFR, corporate etc. In the mean time, our next campaign – “How Close Are You?”, which is a mobile app that will test partners’ compatibility, will release of February 17. Three winning couples stand a chance to win trips to London,” he said.