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After launching a couple of marketing campaign targeting Indian travellers, British Airways' latest effort is going after UK travellers to Australia.
The #VisitSoon campaign, by BA in partnership with Tourism Australia, features a short video clip that portrays the real life story of Esme Rowling, an eight year old girl living with her English parents in Bondi, Australia.
The video portrays the happy life of Rowling in Australia, and how much she misses her grandparents who are in the UK.
When Rowling's grandparents went to watch a film in London, they were surprised to see the video of their granddaughter, and even more surprised when they were presented with a flight ticket to Sydney by British Airways and Tourism Australia.
Tourism Australia's regional general manager for the UK, Denise von Wald, says:
"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."
Recently, the airline launched "Go further to get closer" campaign around Valentine's Day to encourage Indian couples to spend quality time together through overseas travel.
In August 2013, the airline launched a tear-jerking campaign "Visit Mum" that encouraged Indians living abroad to visit mum back home in India.
A storytelling-theme has been consistent in all three campaigns.
Other notable developments from the airline in recent times include its partnership with music streaming service Spotify to allow UK passengers to listen to destination-specific music, and a data-based initiative that allows BA Executive Club members to see their travel distance and duration on air, destinations travelled, etc.