Following British Airways’ successful “Visit Mum” campaign last year, the airline has launched its next campaign designed to engage the Indian expatriate community.
British Airways has teamed up with documentary film-making duo Wilkins and Maguire to bring to life the emotional journey that Indian expats often experience when returning to see family. “The Welcome of Home” short film follows the real story of Chitra and family as they prepare for her much anticipated trip home to India. The new film can be viewed at http://www.britishairways.com/welcomeofhome .
North America is home to close to three million Indian residents. A large proportion of these people have large extended families back in India and travel back for family events, festive periods and special occasions. British Airways’ research among the target audience revealed that along with excitement, there were feelings of apprehension and anxiety about what might await them, especially if they haven’t been back home in a while. BA has specifically tailored its service on this route to include Bollywood films, warm personalized service from cabin crew (including crew in traditional Indian dress), Hindu and Muslim meals and even extra baggage allowance from Canada and the US.
To celebrate the launch of the film, British Airways has also launched a social campaign asking people to Tweet a photo that reminds them of home and where home is, for a chance to win a trip home for two. To enter follow @British_Airways on Twitter and use #WelcomeOfHome.