British Airways - Beachside

British Airways - Beachside

Between the 22nd and 27th of August this year, British Airways took to the beach of Brighton in Southern England, where it offered lucky passers-by the opportunity to enjoy a pop-up lounge or a seat on their ‘dining in the sky experience’

For 6-days, the airline partnered with some of the more exotic destinations it flies to from nearby Gatwick Airport, such as Marrakech, Lanzarote and St. Kitts. The airline themed each day to each of the 6 destinations, offering a food and drink menu that was inspired by the destinations.

Passers-by were offered a traditional British ‘Stick of Rock ’ candy bar, which contained a prize, either to visit the airline’s #BABeachside pop-up lounge on the beach, or for a lucky few, the chance to dine at 100ft on a specially constructed floating dining table. On average 400 treats were handed out each hour.

In total, over 1400 guests were able to experience the 30 minute feast in the sky during the campaign.

[These kind of] initiatives grab consumers’ attention and are an excellent way to gain immediate visibility and awareness.

said Colm Lacy, Head of Commercial at British Airways London Gatwick.

Via the twitter hashtag #BABeachside BA also showcased the event on its social media platforms, further generating interest.