British Airways

John McDonald, VP Marketing, North America
Peggy Freeman, Commercial Marketing Director

Ogilvy & Mather *Lead Agency

Alfonso Marian, CCO
Martin Lange, Executive Marketing Director
Joshua Goldstein, Acct. Director
Jonathan Rigby, Associate Director, Engagement Planning
Claire Powell, Management Supervisor
Jiaqi Li, Associate Director, Marketing Analytics
Jim Thompson, Executive Creative Director
Simona Lo, Executive Creative Director

Visit Mum is the story of how one mother and her son captured the hearts of everyone living away from home. For British Airways, its a story of defying conventions in a category wrought with clichs and overly rational, price and product driven messaging by placing emotional, nostalgia-inducing content at the center of a retail campaign. Visit Mum not only reversed BAs fortunes on one of its most important routes, but set a precedent that would change the way BA approached retail marketing for years to come.