The ‘Hidden London’ content used images of and information about a London that is not normally seen within traditional tourist guides. By BA visually making the insiders’ London accessible to its young and trendy European target it was able to demonstrate that it had a natural affinity with the city. The mobile Java application was also translated into all local market languages to ensure maximum take up across Europe.

Significant brand awareness was generated across Europe and initial campaign success encouraged BA to extend the campaign from 5 to 9 markets.