British Airways - Picture Your Holiday

British Airways - Picture Your Holiday

To reinforce its mantra ‘To Fly. To Serve’. with an interactive element, British Airways engaged BBH Labs and mobile agency Monterosa . Based on the simple premise “When thinking of a holiday, we already have a visual picture in our mind of what it should be like,“ the agencies came up with a very visual and user friendly online holiday finder, called ‘Picture Your Holiday ’.

The campaign microsite is build around a visual mood board that presents consumers with a range of interlocking images depicting different holiday experiences, from beach scenes to art galleries and mountain hikes to cityscapes, which can be dragged into a concertina-style (fold out) book.

Using a very coherent and simple crossplatform programming code, the ‘Picture Your Holiday’ campaign was also rolled out on six touch screens in Westfield shopping centres in London and then further rolled out on the airline’s web platform, allowing users to share their ideas with people through Facebook, Twitter, Google+ and email.

The appeal of the project is based purely on its simplicity. BBH Labs realised over complicating the user interface only deterred consumers from its use.

We explored a few options with different levels of interactivity. This exploration made us realise that we should use as few words as possible and make the most intuitive experience we possibly could,

said Jeremy Ettinghausen, spokesman from BBH Labs.