assignment
To increase bookings and generate preference for British Airways among leisure travelers when making plans to visit London. We created an online campaign that shows – rather than tells – travelers that British Airways knows the city better than anyone.
insight
British Airways has the unique ability to provide the truest travel experience to London. So it was essential that this campaign make British Airways synonymous with London in the minds of travelers. We helped British Airways give travelers a better understanding of London by immersing them in all things British – starting with a Brit-speak lesson of the city’s most popular words and phrases.
idea
Because British Airways knows the city, down to the nuances of the language, we brought the British vernacular online with a cheeky campaign that takes ownership of British slang, idioms and colloquialisms that can delight and sometimes confound the American traveler. The campaign persuaded anyone planning a trip to London that they should "Go With Those Who Know" the city better than anyone.
interaction
We integrated the whimsical, interactive campaign with the British Airways outdoor placements in New York City, which featured more than 60 different words located strategically near the object or idea it defined. For example, ad placements on a wallscape on the side of a bar read: "SHOUT. In London, Shout means ‘I’m Buying’ in pubs like this one." To drive consumers online for more information, we created landing pages for every outdoor placement that corresponded with the British slang word it defined (for example: go to ba.com/shout or go to ba.com/legit). The site also included a booking engine and an "Insider’s Guide to London," giving users a look at the city only true Londers know with recommendations on the city’s best activities. We gave users the opportunity to send an email or text message with a humorous, pre-written or self-created sentence using that specific British "word of the day."
impact
British Airways was pleased that the campaign’s "adverts" were "brilliantly" received. Approximately 558,000 people saw the BA.com splash page with an average user session of two minutes and 17 seconds. Visitors selected 246,545 Brit-speak dictionary words, averaging almost 12 words per user session. The Insider’s Guide got 28,160 clicks and 3,776 category prints. In addition, over four thousand messages were sent via e-mail and mobile text messaging.
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