Firefox compatible.
Check out an earlier version of the BA campaign.
What might a Londoner do on October 29th? Locals would recommend shopping on Kensington High Street before checking out Carmina Burana at Royal Albert Hall.
British Airways and their full service interactive agency, Agency.com Ltd. (www.agency.com), have teamed up to give visitors an “Insider’s Guide to London,” with a new interactive website designed to showcase insider tips and choice events happening in London that make visiting this time of year so enticing. Giving travelers an experience beyond Big Ben and Parliament, the new website features a weekly calendar of local events including social, artistic and civic happenings around London.
A functional “Insider’s Guide to London,” website available at www.ba.com/london highlights a local activity each day including the event details, directions and related tips that users can forward to a friend via email. To help plan their travel, users can also use the site to view the latest fare offerings, book travel and experience the difference of British Airways service. In addition, the site features the ever-popular “Brit-Speak” dictionary, created in conjunction with British Airway’s “Go With Those Who Know” campaign earlier this year that gives users an insight into British vernacular.
An online campaign was created to drive users to the site -- each ad displays a monthly calendar of upcoming events with thumbnail images and content delivered dynamically to each unit. Rollover technology allows the user to view a specific day while a pop-up bubble of that day’s suggested event appears at the forefront of the ad. When clicking on a specific event or date, users are guided to the website to get the full event details and more “insider” information on London.
“We wanted to show some of the best, undiscovered year-round London experiences while giving people the perspective of a true Londoner,” said Elizabeth Weisser, vice president, marketing, British Airways North America. “Both the website and the eye-catching online campaign provides a compelling, relevant and timely calendar of information about hidden London that helps consumers break free from the stereotypes of tourist spots and enjoy a truly authentic experience.”
“This campaign makes the most of all mediums by showing, not just telling, leisure travelers that British Airways knows London,” said Tom Ajello, vice president, creative director, Agency.com. “The traditional model would be to simply state ‘British Airways knows London better than any other carrier,’ but our campaign proves this message to the target audience in an interactive demonstration of how well BA knows London. The combined creative and functionality of both the website and advertising provoke a captivating experience that makes British Airways synonymous with London travel.”
Targeting international leisure travelers ages 25 to 65, Agency.com secured ad placements on several travel sites including About Travel, Salon.com, Washington Post, New York Times, Slate, Frommers and the Travel Channel. Creative samples are available upon request.
-- Agency.com
