British Airways - Meanwhile in Britain How do you persuade Americans to visit the UK again post Covid? British Airways has teamed up with Visit Britain to develop a campaign called ‘Meanwhile in Britain.’ Beyond the press release buzzwords about ‘pent up demand’ and ‘multi channel campaigns’, what this appears to be is a series of curated experiences from a mix of BA staff and lifestyle / culture figures. In fact, according to BA and Visit Britain: “The campaign highlights handpicked tastemakers who are experts in their fields, including Jonathan Heaf, Chief Content Officer at Soho House, Aisha & Oreoluwa Ayoade, co-founders of art platform Yellowzine which champions work by artists of the African, Asian, Caribbean and Hispanic diaspora, Lynsey Verrillo, co-founder of Blackbook Winery, and Matthew Lindley, a British Airways 777 Pilot. “The tastemakers will provide their tips and favorite experiences to do in British cities, incorporating food, the outdoors, and British icons with a modern twist.”
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AMM - May 2022
