British Airways launches ‘Picture Your Holiday’ campaign with bespoke digital platform via BBH

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British Airways has launched an innovative digital platform called ‘Picture Your Holiday’ via BBH London which makes holiday planning simple and fun.

Based on the insight that holiday planning starts with your imagination, the platform is designed to be a visual and social experience that reflects British Airways’ new free and personal service.

‘Picture Your Holiday’ is an innovative visual mood board which allows people to imagine their perfect holiday and then lets British Airways find it for them. Visitors to the site 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 then 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 generates suggested destinations and allows the user to share them with 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’s 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”.

Says Matt Armstrong, head of marketing and distribution for BA Holidays: “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.”

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.

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