British Airways: It's Coming Home

British Airways, an airline, connected with the British public during the 2018 World Cup by creating boarding passes that capitalised on the "coming home" euphoria.

Campaign details

Agency: Ogilvy and Wavemaker

With the England football team surpassing expectations and World Cup fever gripping the nation, it was the perfect opportunity for British Airways (BA) to reignite its love affair with the British public

Strategy

As the nation's flag carrier, BA's role is to represent everything that's good about Britain.

They wanted to celebrate the success of the England team and fuel excitement surrounding the tournament.

By behaving like a true fan, BA set out to enhance existing conversations and start new ones.

The approach centred on engaging with the British public empathetically. So, when...

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