We captured a little girl's life in Australia. While she enjoys everything her amazing homeland has to offer, she misses her grandparents back in the UK and wishes they could be with her.

Rather than speak directly to the target audience, we turned it on its head and talked to their families in Australia. Whilst they enjoy a wonderful lifestyle, the main thing missing is their friends and family back in the UK. So rather than British Airways asking people in the UK to get on planes, we got their families on the other side of the world to do it for us.

We found a little girl called Esme who loves living in Australia. But as her story showed, she really misses her grandparents who live in the UK. We then invited Esme’s grandparents to a cinema in London, little knowing they were about to see a film made just for them. Their reaction became our main piece of content.

The story unfolded over six months, culminating in a film capturing the moment British Airways flew the grandparents out to be reunited with Esme.

Total views of main content (YouTube and embedded) 1, 303 2452

Reunion film 721, 756 views

47% uplift in bookings to Australia (equates to £222,229 revenue increase)

29, 964 attributable visits to ba.com