British Airways: Caribbean flights

BEING london

THE TEAM

Dick Dunford - Creative Director
Jim Thomas - Copywriter
Jaime Nunez - Art Director
Kris Adams - Art Director
Liz Baines - Planner
Topher Jones - Account Manager
Bassam Abdel Rahmen - Account Director
Alan Lead - Senior Interface Designer
Ben Loach - Senior Designer
Matt Smart - Senior 3-D Designer

OTHER CONTRIBUTOR

Connected Pictures - production and broadcast

WHAT IS WONDERFUL ABOUT THIS WORK?

To promote BA's Caribbean flights, we let passers-by text the Caribbean and see an immediate response on our digital poster in London. We saw more than a text a minute, with a dwell time of up to 15 minutes. Caribbean bookings went up 8.6%, with St. Lucia's revenue up 21% and our featured hotel's revenue up 308%.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?