To increase bookings and generate preference for British Airways among leisure travellers who are making plans to visit London, we created an online campaign that shows travellers that BA knows the city better than anyone. The campaign was an integrated effort that included web, wireless and outdoor components - as well as BA's first ever viral mobile component. Approximately 558,000 people saw the BA.com splash page with an average user session of two minutes and 17 seconds. Visitors selected 246,545 Brit-speak dictionary words, averaging almost 12 words per user session. The Insider's Guide got 28,160 clicks and 3,776 category prints.