British Airways, Work Overview

Overview

The Goal

The Goal

British Airways - The Goal
  • Elevate visibility

    Elevate visibility about the new Nashville London nonstop air service and of Great Britain as a highly desirable destination

The Strategy

The Strategy

British Airways - The Plan
  • Awareness and excitement

    Sustained awareness and excitement throughout the duration of the contest through an approach that blended media relations and cross promotion by local partners.

The Execution

The Execution

British Airways - The Execution
  • Develop a dedicated contest microsite

  • Press release and media outreach

  • Online event calendar postings & blogger outreach

  • Social media promotion through influencers

  • Airport Musicians Corner & Royal Wedding

The Results

The Results

Photo Contest Media Outreach

45.7 Million Impression

Influencer Posts & Partner Support

1.4 Million Impressions

Inaugural Flight Coverage & Promotion

179.1 Million Impressions

Total

118 Total Clips & Postings in 3 Weeks
236.4 Million Impressions

British Airways - The Results

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