The brief

The pandemic decimated the travel industry, with major airlines struggling to stay afloat amidst plummeting consumer confidence. British Airways, heavily reliant on transatlantic travel, faced record losses. We needed to become the airline of choice for flights from New York to London as restrictions lifted after 19 months, despite the fierce competition.

Our solution

We knew British Airways needed a campaign that felt emotionally resonant. With families having been separated for almost two years, we focused on the heart of the matter: reuniting loved ones. Drawing on British Airways’ heritage, we collaborated photographer with Chris Floyd, renowned for his work with the Royal Family, to capture emotional moments of families reuniting in JFK’s arrival hall.

Creative execution

In a dual shore approach, the campaign revolved around capturing these reunions in a way that resonated both with UK and US audiences.

Chris Floyd, known for his candid, human-centred images was tasked with photographing these personal moments to share with the world. Overcoming an unprecedented number of pandemic protocols and production problems, we had the team in place to capture a majestic collection of images that perfectly captured the relief, love, and joy of New Yorkers as part of a historic reunion nearly two years in the making. 

Through social listening, we selected families to spotlight, ensuring genuine narratives that could resonate across media outlets. 

Powered by both W’s London and New York offices, the result was a powerful, emotionally adept campaign that celebrated connection and solidarity, earning widespread global media attention.