Picture Your Holidays with British Airways

 

British Airways has launched an innovative digital platform, Picture Your Holiday, which makes holiday planning simple and fun. Based on the insight that holiday planning starts with your imagination, Picture Your Holiday is a highly visual and social experience that reflects British Airways’ new free, personal service.

 

Picture Your Holiday is an innovative visual mood board which allows people to imagine their perfect holiday, and then let British Airways find it for them. Visitors to the site (www.pictureyourholiday.ba.com) are presented with an animated concertina of hundreds of holiday ideas and inspiration, such as photos of idyllic beaches, cityscapes, and sporting activities. Users are invited to drag and drop their favourite images to create a bespoke mood board representing what their ideal holiday would contain. Based on this data, the platform then suggests destinations you may enjoy, and allows you to share them with their friends and family through Facebook, Twitter, Google+ and email. 

 

The interactive experience was designed by BBH London and built by Monterosa, the award-winning global mobile agency acquired by BBH earlier this year.

 

The platform is being supported by online and out-of-home media, including an interactive digital out-of-home campaign on touch-screen LCDs at Westfield London from 29 July. Produced and built by Grand Visual in association with Kinetic Fuel, the screens mimic the online tool by inviting passers-by to select their preferences from an animated concertina. Based on their choices, a number of BA recommendations are then displayed on screen with the call to action to “Have another play and create your perfect holiday at www.pictureyourholiday.ba.com”.

 

Matt Armstrong, Head of Marketing and Distribution for BA Holidays commented “We believe that by putting the fun and emotion back into searching for holidays we can surprise people by suggesting destinations they may not have considered. By using generic destination images alongside lifestyle images we can showcase the wide-ranging appeal of the destinations we support. This is a different approach from other tour operators and we hope it will make our holidays stand out in a very competitive market.”

 

 

Credits

 

Client: British Airways Holidays

Campaign: Picture Your Holiday

 

Brief in one line: Create awareness around BA Holidays and own the summer.

 

Creative Credits

Client name and title: Matt Armstrong, Head of Marketing & Distribution BA Holidays

BBH Creative Team: Kimberley Gill and Mareka Carter

BBH Creative Director: Hamish Pinell

BBH Lead Designer: Kenzo Kramarz

BBH Producer: Austin Vernon/Andrea Kenyon/Helen Johnston

BBH Strategic Business Lead: Keir Mather

BBH Strategy Director: Anna Vogt

BBH Strategist: Sarah Rabia

BBH Team Director: Tracey McIntosh

BBH Team Manager: Merel van Helsdingen

 

Production Company: Monterosa

Executive Producer: Johan Ståhle/Katrin Hellbom

Producer: Stina Viktorsson

Design & UX: Hannes Wikström

 

Animation design: Addictive Pixel

 

Exposure: UK. Online advertising, Social channels, Search, Digital, Outdoor, Print.