British Airways: Plugging people straight into Nashville

British Airways (BA), an airline company, promoted its direct flights from Heathrow to Nashville in the UK by launching an out of home campaign with an interactive pop-up shop.

Campaign details

Agency: Ogilvy and Wavemaker

Raise awareness of BA's new direct flight to Nashville from Heathrow, engaging passengers beyond the core country music audience.

Strategy

For such a unique flight, and with pressure to make it profitable, BA needed to unite audiences around a core thought that struck a chord with music fans while showcasing the diverse experiences on offer in America's most fashionable city.

Working with Ogilvy and Wavemaker, the airline hit upon the brilliantly simple concept "Plug straight into Nashville". It tackled three core requirements: showcase the only UK to Nashville direct flight; inspire a diverse...

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