New York, NY, November 12, 2013. – Leading into the holiday travel season, today British Airways launched “Yourope” a ‘choose your own adventure’ digital campaign that inspires travelers with new ideas for travel to popular European destinations, including Barcelona, Paris, Rome and Berlin.
A video series now live on ba.com/yourope provides travelers with two entry points to a city via an airport check-in kiosk, for example ‘classic or curious’ Paris and ‘posh or punk’ Berlin. The viewer can then download the itinerary and view available travel packages to inspire their own trip to the city.
The beautifully produced videos were directed by Brandon LaGanke, a winner at the 2013 Emerging Directors Showcase in Los Angeles. The city adventures are choreographed to tracks by emerging artists including “The Chase” by Groenland (Montreal, Canada), “I Can’t Sleep at Night” by The Deadly Snakes (Toronto, Canada), “Midas Touch” by Bourbon Rose (UK), “Dynamite” by The Measels (California, USA, “Getcha Good” by Jenn Grant (Canada), “Stroke of Return” by Big Data (Brooklyn, NY), “Summer Rain” by Tiger Love (London, England), “Get Up & Go” by Broadcast 2000 (London, England).
In the upcoming weeks, British Airways will be launching six second postcards through Vine, featuring a snapshot of each city. People will be able to view the videos and create their own versions. In addition Pinterest boards will be designed for each European destination showcasing the beautiful scenery, incredible landmarks, and hidden gems in each city.
“We know our customers have different tastes and different motivations for travel so we designed a campaign that would celebrate those different perspectives. We believe the adventures in each Yourope video will provide new ideas for even the most seasoned traveler,” said John McDonald, Americas VP Marketing, British Airways.
About British Airways
British Airways, part of International Airlines Group, is one of the world’s leading global premium airlines and the largest international carrier in the UK. The carrier has its home base at London Heathrow, the world’s busiest international airport and flies to more than 70 different countries. In 2012 the airline carried more than 37 million customers. The airline currently has a fleet of more than 270 aircraft.
British Airways Press Office
Tel: 212 716 0477