BJL Group Limited for British Airways

Celebrating 10 years' at London City airport.

British Airways had reached a significant landmark; ten years at London City. During this time the proposition had evolved considerably and now offered hassle-free and speedy access to a wide range of European destinations for business and leisure travellers alike – something well worth celebrating.

In celebration of ten years, we offered Londoners the chance to win a plane for them and fifty friends to one of 23 European destinations.

But we didn’t stop with one plane. As a celebration of the tenth anniversary, we offered one plane every week for ten weeks!

Over the duration of the competition, traffic was driven to the microsite through a print and digital takeover of the Evening Standard as well as display ads and social.

We then launched a ‘bums on seats’ campaign to drive sales across the network.  The creative carried our celebratory tone through regional radio, press, display, outdoor and a takeover of Liverpool Street Station – one of the city’s primary commuter corridors and key access points to competing airports.

During the campaign the competition received over 80,000 entries and competition website received over 65,000 visits. But most importantly, new bookings increased 33% vs previous years.

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