A high profile interactive campaign with advertorials, promotions, online and a competition to "bring people together".
British Airways is a major airline operating from the UK. The aims for BA's December campaign were threefold - 1) To wish readers a merry Christmas. 2) To create a feeling of goodwill. 3) To work around the theme of bringing people together. The challenge was to build brand awareness and relate British Airways to "connecting people" and a way of bringing people together.
The campaign objectives were primarily to build brand awareness and relate British Airways therefore to "connecting people" and a way of bringing people together.
thelondonpaper decided to work around the theme of 'multi-cultural London' - the idea that the capital is home to hundreds of different nationalities, all of whom would call London their home, but who most likely had family outside the UK that they would like to be re-united with. Readers were encouraged to tell us where in the world they would like to be this Christmas. The incentive was that one lucky reader would win return flights to the destination of their choice over the festive period. The campaign used a combination of advertorials, in-paper promotions, and online.
Over a one week period, over 500 people uploaded their photos and responses to thelondonpaper.com. This was a great result considering the amount of information that had to be entered for each response (contact details, photo and message). One reader won a pair of return tickets to Washington DC., while 10 runners up won tickets to go ice-skating at the BA rink at the Natural History Museum. BA client was delighted with the outcome of the campaign and was already in talks about 2008 activity.
The key learnings were that longevity is needed for a campaign which is aimed at bringing people together & for people to make a direct response & different platforms were needed e.g. Readers were driven to a microsite on thelondonpaper.com to upload their entries & all entries were held in a gallery and could be viewed in full by online users. In order for there to be an interaction, vox pops were conducted each week.