Magic of Flyingx
Magic of Flying
Travel / Tourism / Transportation
Digital, Outdoor, Static
The objective was to raise awareness of the breadth of destinations offered by British Airways, their new routes and frequency of flights.
Business and pleasure travellers.
Strategy and Media Used:
Static and Digital billboards were used for this campaign. The digital billboards reacted to BA planes flying overhead. A special ADSB antenna to read every aircraft’s transponder data within 200km. The ads displayed real flight data: the flight number and where the plane was flying from. Dynamic retail messaging was matched to each route too. People were driven to the ‘Look Up#’ site where they could find out more about the poster and explore the destinations and even weather reports, and then book a flight.
Within the first few weeks: Increased traffic to BA.com by 75,000+ unique visits – Over 1 Million YouTube views – Global Reach: over 350 million -most talked about piece of airline advertising in 2013.