Our idea was to bring Britain closer, by taking San Franciscans on a multi-sensory tour of the UK without ever leaving the ground. To do this we collaborated with Tom Kerridge (Two Michelin starred British chef) and projection mapping experts, to create a unique and fully immersive dining experience.

Taking 6 iconic UK locations, we designed a food course and environment around each; the food enhanced the experience as much as the experience enhanced the food. A combination of surround sound, moving light projections, ambient smells, immersive theatre, and gastronomy came together seamlessly to make diners feel they were actually there.

Our bespoke and fully interactive dining room transported our guests 5,000 miles in an instant. And they left having had an unforgettable taste of the UK and hungry to experience the real thing.

We captured video footage and audio recordings from six iconic locations across Britain; these locations were then recreated across the pond in San Francisco using 360° projection mapping, surround sound, ambient smells, and immersive theatre to simulate a truly 4D experience. Diners were transported to a different place relevant to each course that was served; enjoying whitebait in a sleepy Dorset fishing village, parsley soup in a quintessential English country garden as butterflies fluttered around them, tea and cake at the top of the Shard, and cheese in the atmospheric Cheddar caves. Every element of the experience was designed to feel like a real plane journey to Britain, with attention to detail given to everything from the plane ticket invitations, to the real British Airways cabin crew directing guests to their seats. The guests moved between courses via transitions, travelling underground past layers of rock, or flying through the clouds

* 7% increase in flight bookings to London from the San Francisco area during the campaign period (Oct/Nov 16 vs Oct/Nov 15).

* 3.9Mill impressions across partner campaign content - this equates to the population of SF (837k) being exposed to BA B.B.C content 4.65 times each in a calendar month.

* The campaign generated a 270% increase on campaign investment and an ROI of 2.7x every £1 spent.

* The campaign generated the equivalent of 29 days of consumed British Airways content during the campaign period.