Brandon Berger

British Airways had low utilization on the profitable NY-Mumbai route. Why? Ex-patriot Indians viewed British Airways as being culturally disconnected so they chose to fly with Indian airlines instead. We used the simple truism ‘everyone loves their mums cooking’ to tell a simple, true, emotional story.

British Airways had low utilization on the profitable NY-Mumbai route. Why? Ex-patriot Indians viewed British Airways as being culturally disconnected so they chose to fly with Indian airlines instead. We used the simple truism ‘everyone loves their mums cooking’ to tell a simple, true, emotional story.