16. The Art of Storytelling in Travel: A Conversation with Diego Acuna and the Making of 'Love Departed'
Thu Nov 20 2025
Summary:
In this engaging conversation, Rachel interviews Diego Acuna, the Sales and Marketing Manager for British Airways Cityflyer. They discuss the creative process behind the award-winning ad 'Love Departed', the importance of understanding customer needs, and the shift from business to leisure travel in the airline industry. Diego shares insights on teamwork, collaboration, and the challenges faced in executing innovative marketing campaigns. The discussion also touches on the future of storytelling in travel marketing and the significance of adapting to evolving customer demographics.
Takeaways:
Diego Acuna emphasizes the importance of understanding customer needs in the airline industry.The 'Love Departed' ad was created to shift perceptions of London City Airport from a business to a leisure travel hub.Collaboration with Uncommon Studios was crucial in developing the creative concept for the ad.The campaign was launched on Valentine's Day to maximize audience engagement.Involving staff in the ad filming created a sense of pride and teamwork within British Airways Cityflyer.The ad's humor and unconventional ending helped it stand out in a crowded market.Diego highlights the importance of adapting storytelling to evolving customer demographics.The success of the campaign was measured by audience reach and positive feedback.Teamwork and collaboration are essential in executing creative marketing projects.Diego believes storytelling will continue to be a key differentiator in the travel industry.
Chapters:
00:00 Introduction and Connection at Tribeca X
03:20 Diego's Role at British Airways City Flyer
05:56 Career Journey in the Airline Industry
08:08 The Love Departed: Overview and Inspiration
10:47 Adapting to Post-Pandemic Travel Trends
13:18 Creative Strategy Behind the Campaign
15:49 Convincing Leadership and Internal Challenges
18:19 Campaign Results and Audience Reception
20:52 Filming at London City Airport: Behind the Scenes
31:18 Behind the Scenes of Filming at the Airport
34:29 Creative Collaboration and Team Effort
34:42 Innovative Marketing Campaigns: The Boat vs. Plane Race
41:49 Evolving Storytelling in the Travel Industry
46:21 Key Takeaways and Final Thoughts on Storytelling
Links from the episode:
Watch "Love Departed": https://curationmusic.co.uk/portfolio/british-airways-love-departed-dir-authmn-de-wilde
Watch "British Airways | Plane vs Boat Red Nose Day Challenge | Comic Relief / BBC": https://www.youtube.com/watch?v=-WTSXl762LY
Watch "British Airways | Safety Video 2024 | “May We Haveth One’s Attention” : https://www.youtube.com/watch?v=ssVe0FaBhUU
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Summary: In this engaging conversation, Rachel interviews Diego Acuna, the Sales and Marketing Manager for British Airways Cityflyer. They discuss the creative process behind the award-winning ad 'Love Departed', the importance of understanding customer needs, and the shift from business to leisure travel in the airline industry. Diego shares insights on teamwork, collaboration, and the challenges faced in executing innovative marketing campaigns. The discussion also touches on the future of storytelling in travel marketing and the significance of adapting to evolving customer demographics. Takeaways: Diego Acuna emphasizes the importance of understanding customer needs in the airline industry.The 'Love Departed' ad was created to shift perceptions of London City Airport from a business to a leisure travel hub.Collaboration with Uncommon Studios was crucial in developing the creative concept for the ad.The campaign was launched on Valentine's Day to maximize audience engagement.Involving staff in the ad filming created a sense of pride and teamwork within British Airways Cityflyer.The ad's humor and unconventional ending helped it stand out in a crowded market.Diego highlights the importance of adapting storytelling to evolving customer demographics.The success of the campaign was measured by audience reach and positive feedback.Teamwork and collaboration are essential in executing creative marketing projects.Diego believes storytelling will continue to be a key differentiator in the travel industry. Chapters: 00:00 Introduction and Connection at Tribeca X 03:20 Diego's Role at British Airways City Flyer 05:56 Career Journey in the Airline Industry 08:08 The Love Departed: Overview and Inspiration 10:47 Adapting to Post-Pandemic Travel Trends 13:18 Creative Strategy Behind the Campaign 15:49 Convincing Leadership and Internal Challenges 18:19 Campaign Results and Audience Reception 20:52 Filming at London City Airport: Behind the Scenes 31:18 Behind the Scenes of Filming at the Airport 34:29 Creative Collaboration and Team Effort 34:42 Innovative Marketing Campaigns: The Boat vs. Plane Race 41:49 Evolving Storytelling in the Travel Industry 46:21 Key Takeaways and Final Thoughts on Storytelling Links from the episode: Watch "Love Departed": https://curationmusic.co.uk/portfolio/british-airways-love-departed-dir-authmn-de-wilde Watch "British Airways | Plane vs Boat Red Nose Day Challenge | Comic Relief / BBC": https://www.youtube.com/watch?v=-WTSXl762LY Watch "British Airways | Safety Video 2024 | “May We Haveth One’s Attention” : https://www.youtube.com/watch?v=ssVe0FaBhUU