British Airways launched its online interactive campaign, ‘Go Further to Get Closer’, on Valentine’s Day. Produced by Ogilvy India, the film narrates the story of Sumeet Gupta and how British Airways helped him surprise his wife Chetna by giving them an opportunity to escape from daily intrusions and get closer to each other.
‘Go Further to Get Closer’ demonstrates British Airways’ marketing strategy for India that focuses on introducing India-specific initiatives to enable the airline create an emotional and meaningful connection with the younger audience.
Christopher Fordyce, Regional Commercial Manager, South Asia, British Airways shared, “We have been flying to India for around 85 years and stand out for our innovative techniques to engage with our customers. We, at British Airways, are pleased to launch our online film ‘Go Further to Get Closer’ to help deepen relationship with our younger audience in India. With the Internet base growing at the rate of approximately 28 per cent year-on-year in India, we realise that digital and social media are crucial platforms to engage with the Indian audiences, especially the youth.”
He further 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.”
The film 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. 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.
Sanjeev Jasani, Senior Vice President, OgilvyOne Worldwide, New Delhi said, “British Airways will not just appeal to the minds, but also the hearts of Indians. It will appeal to people across categories and tug at heart strings with its simple, slice of life story. The believability quotient is very high and this will make people relate very easily to it and help British Airways emerge as a brand with its finger on the pulse of India.”
Meanwhile, to help young couples discover each other better, British Airways is also launching the ‘How close are you?’ quiz on its official Facebook page. As part of this quiz, couples will be encouraged to answer lighthearted 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.
The film, directed by Vishal Punjabi of The Wedding Filmer, went live on British Airways’ official website on February 14, 2014, and will be leveraged on the airline’s social media channels, including, Facebook, Twitter, LinkedIn, YouTube and Google+.
To take its customer experience to the next level, British Airways has committed to invest more than £5 billion in its products and services until 2017. The investment will see British Airways’ customers benefiting from new aircraft, new World Traveller economy and World Traveller Plus premium economy cabins, a revamped First class and better lounges around British Airways’ network. Funds will also be allocated to improved catering and new technologies to make the travel experience more comfortable and convenient for customers on the ground and in the air.