Agency: Ogilvy and Wavemaker
Raise awareness of BA's new direct flight to Nashville from Heathrow, engaging passengers beyond the core country music audience.
For such a unique flight, and with pressure to make it profitable, BA needed to unite audiences around a core thought that struck a chord with music fans while showcasing the diverse experiences on offer in America's most fashionable city.
Working with Ogilvy and Wavemaker, the airline hit upon the brilliantly simple concept "Plug straight into Nashville". It tackled three core requirements: showcase the only UK to Nashville direct flight; inspire a diverse audience to visit the city; and demonstrate the new route as the product of a resurgent brand in action.
"Plug straight into Nashville" allowed BA to talk about the authentic and highly sensual Nashville experiences that it was uniquely placed to link Britons to. Innovative and immersive media solutions fuelled the narrative, exciting people about the experiences on offer.