12% of all leisure bookings made on British Airways out of the US & Canada are made by customers travelling on British Passports. BA identified this customer segment as one the brand should own. There is huge value for BA within this customer segment as they are repeat travelers who will be loyal to a British Brand.

The challenge was to make British Airways this audience’s clear first choice airline to book a trip home during the summer or Christmas period. To do so, we needed to make this audience believe that British Airways understands why this audience is going home.

Missing home? British Airways understands.

There are some things only a British person would understand when it comes to missing home.

By playing with the diverse British accents and colloquialisms, we created content that made UK expats in the US understand that British Airways knows them and why they travel home more than any other airline.

If you’re missing home, British Airways understands. Each post tapped into a unique experience that would entice UK expats to miss home and eventually want to book a trip. To build on the hyper-relevancy to our target, the posts featured colloquialisms and language that only UK expats would typically understand.

To capture the attention of our audience in social, each nostalgic expat colloquialism was brought to life through simple yet engaging text animations that were unique to each social post.

75%

British Expats reached

4 x

greater engagement & positive sentiment

3 x

more effective in driving visits to BA.com