The creative was tailored to maximise the impact of the media, playfully working with the location, format or type of media selected e.g: London underground themed station dominations; Big Ben’s chimes emanating from bus shelters; columns wrapped as giant red post boxes. This marriage of media and creative generated talkability about our campaign. 'This was a revolutionary campaign for BA and a great example of how media and creative should work together' said David Rousham of British Airways.

The campaign has been a resounding success! Revenue grew by 43% year on year; incremental PR coverage generated by media was estimated at 1.9million Euros; on-line bookings increased by 126%; campaign recognition averaged at 75%; brand awareness increased across all markets, e.g. Paris 47% to 61%, Stockholm 37% to 56%.