British Airways - Choose Your Own Adventure

British Airways - Choose Your Own Adventure

British Airways latest promotional campaign, dubbed ‘Yourope ’, cleverly makes use of YouTube’s interactive features in a new video series that looks to generate demand for BA’s European destinations of Rome, Paris, Berlin and Barcelona.

Shot as a point-of-view first person experience, the viewer is transported via a series of feel-good short clips simulating their experience of British Airways from check-in to arrival into the city of their choice. From there, the viewer can make a choice between two different sides of the city. Berlin is split into Punk & Posh , Paris is Classic & Curious , Rome offers Old & New and Barcelona can be viewed by Day or by Night . The narratives then direct the viewer through the city using slightly less obvious impressions of the city, giving a truer natural experience. Helping generate further traffic, the end of each clip then links the viewer back to the rest of the series of videos.

So far, both Barcelona and Paris have proved the most popular interactive video tours, gaining on average 20 percent more traffic than Berlin and Rome. All the videos were created by Ogilvy & Mather.

The videos are also done in bursts, bringing in short clips in a montage of travel experience. This delves into the Vine-style short video clip experience, while also reflecting the indelible, episodic memories that travel delivers. The campaign is part of an integrated whole, with a Vine promotion and Pinterest boards coming up next to encourage travelers to share their own 6-second postcards and other favorites in these destinations.