Tapping into Britain's public during the height of the jetsetting period, British Airways have implemented a campaign at central London's Westfield Shopping Centre entitled 'Picture Your Holiday', which allows shoppers to interact with digital LCD screens in order to generate travel destination suggestions based upon perameters set by each individual. Collating everything from food preferences to favourite activities, the touch screens invite users to choose from various options across visual mood boards in order to create their dream holiday. Those partial to expansive beaches can select the image and swipe it into their bespoke book of perfect components, with other options including popular favourites such as art galleries, barbeques and theme parks.
The completed set of pictures will combine to generate several British Airways destinations, hopefully including places that may have never been considered or even heard of, which can then be shared with friends across social networks and email. The platform also extends to online advertising, with a dedicated website built by Monterosa.
British Airways' head of marketing and distribution, Matt Armstrong, explained the campaign's purpose of "putting the fun and emotion back into searching for holidays", aiming to "surprise people by suggesting destinations they may not have considered" and "showcase the wide-ranging appeal of the destinations we support".
Bartle Bogle Hegarty are the creative agency behind the concept, bought by ZenithOptimedia and Kinetic Fuel, with the outdoor sites provided by CBS Outdoor UK. Managing director of CBS Outdoor UK, Jason Cotterrell, said: "In this digital age personalisation is the golden ticket to a consumer's heart. Thankfully the advertising industry is leading the way in terms of delivering innovative, relevant content; as evidenced by BA's interactive 'Picture Your Holiday' campaign to inspire a highly targeted audience. Using our interactive digital screens at Westfield London, a unique platform for fame given the access it provides to the right audience, in the right environment, at the right time – essentially when consumers are relaxed, enjoying themselves and in the mindset of spending money - is a smart move."