ABOUT

VisitBritain and British Airways consistently collaborate on strategic partnership campaigns aimed at attracting tourists to Great Britain. This cooperation focuses on key international markets, with China being a significant area of emphasis.

Working alongside Framestore and the British Airways Marketing Team, we developed two digital assets designed to seamlessly combine British Airways and GREAT Britain destination messaging. These assets were intended to be used across experiential campaigns and online digital activity, further amplifying the campaign's impact.

Objectives
Build Brand Awareness – Increase recognition of both British Airways and Great Britain as desirable travel choices.
Incentivise Travel – Create compelling reasons for international tourists to visit Britain.
Push Visitors Outside of London – Encourage exploration of the UK's hidden gems beyond its capital city.
Data Capture – Generate actionable data for future marketing initiatives.

Key Highlights
Assets were praised for their creativity, usability, and alignment with both BA and GREAT messaging.

Feedback
"Many thanks for your help in making it so good – it worked really well, and we should get a great deal of use out of it. Alan, the BA Captain, was so lovely they had a bit of banter around the fact HRH flew a helicopter – he is very competitive."

– Head of Partnerships, VisitBritain