LONDON, Nov 15 — British Airways has created an interactive “choose your own adventure” video campaign that offers European holiday ideas based on the user’s travel preferences.
“Yourope”, launched this week, is an innovative digital series that allows viewers to choose which side of their destination they want to see.
The video starts by taking the viewer through an unmarked airport to a British Airways check-in kiosk where they are presented with four choices: Paris, Berlin, Rome or Barcelona. Viewers are invited to make their choice with the click of a mouse or touchpad.
After choosing their destination, users then choose what kind of trip they want to take. First timers to Paris, for instance, can click the Classic option, an itinerary that includes stops at typical tourist spots and landmarks. Those who prefer to travel off the cobblestoned path can choose the Curious Paris option.
Other options include Punk or Posh Berlin; Old or New Rome; and Night or Day Barcelona.
Viewers can also download the travel itineraries and check out available travel packages.
The digital series was produced by Brandon LaGanke, winner of the 2013 Emerging Directors Showcase in Los Angeles.
BA will also be launching a Vine series and Pinterest boards featuring snapshots of each city.
The “Yourope” strategy is the latest video campaign out of the airline industry to try and capture the digital consumer base who can make a video go viral within hours.
One of the most famous examples of this marketing approach is Air New Zealand, which capitalised on the release of native movie-maker Peter Jackson’s hobbit film last year in their in-flight safety video.
Since being uploaded last fall, “An Unexpected Briefing” featuring orcs, hobbits, elves and dwarves has been viewed more than 11 million times.
The Kiwi carrier then upped the ante this year with a cheeky in-flight video starring the world’s favourite nonagenarian, Betty White.
And a few weeks ago, following Air New Zealand’s lead, Virgin America released an in-flight video that also went viral for turning mundane safety instructions into a “Glee”-like song and dance featuring dancing, singing flight attendants, robot rapping and flying nuns. — AFP/Relaxnews
