British Airways - Escape To The Caribbean

British Airways - Escape To The Caribbean

After a long and dreary winter, a pop upstyle British Airways campaign at London’s bustling Victoria Station got commuters into a sunnier mood while promoting the airline’s extensive Caribbean network with a fun experience and a chance to win a getaway.

Partnering with multiple tourism boards, Time Out London, and Secret Escapes, a sign-up service offering big discounts on luxury hotels and vacations – British Airways invited folks in transit to hit a big ‘escape’ button and leave the rat-race behind.

Thank to a virtual reality set up, participants at Victoria Station could spend time exploring different sandy beaches and inviting resorts in the Caribbean. To formally enter the “Escape to the Caribbean” contest, people had to generate a holiday postcard by selecting a photo from one of five destinations, explaining thier best reason for wanting to go, and a including a picture of themselves. They were then prompted to share this digital card, which doubled as their entry ballot for a chance to win a pair of tickets (‘behind the scenes’ video here).

The stunt at Victoria station was supported with traditional press advertising, poster site and digital display boards, all designed to draw attention to the competition and to encourage even more people to enter through Time Out’s competition web portal.

Colm Lacy, BA Head of Commercial for Gatwick said:

We wanted to bring to life the variety of options we have for people wanting to escape to the Caribbean this year. With great Caribbean sale pricing and a targeted advertising, partnership and experiential campaign, we really hope people will be influenced to book their next Caribbean escape.