British Airways - The Big British Invite

British Airways - The Big British Invite

British Airways has recently invested into advertising the brand internationally to entice a wider audience away from the domestic reach of the UK. Hosted in New York in March, The Big British Invite was a taste of London for resident NYers to whet their appetite to make the trip ‘across the pond’. The 2-day pop-up event showcased the famous cultural scenes shaping a contemporary UK and ranged from food and fashion to music and nightlife.

Formed as a series of zones, the experience started by transporting quests into a British Airways pseudoterminal, where they embarked on a journey through Britain, being issued with a boarding pass, featuring a map of the event, wifi instructions and the hash tag #BigBritishInvite. After checking in with their flight attendant (British vocal artist Estelle was just one of the famous tourguides), visitors interacted with some of the hippest retailers, food fixtures and nightlife trend-setters currently at the forefront of British culture.

Collaborating with Visit Britian, BA partnered with brands such as Liberty of London, WAH Nails, Sanderson, Highlands Restaurant Group and Beefeater.

The temporary space was designed as a way to “Surprise and delight international travelers” as stated by John McDonald, Americas Vice President, British Airways. “British Airways hosts more than 3,000 travelers between New York and London every day, and with refreshed aircrafts, smarter cabins and elegant lounges we pride ourselves on going above and beyond for our customers.”