The Challenge

BA wanted to encourage more travellers to fly from Gatwick by highlighting key destinations with direct flights from the airport.

The Solution 
Working with the Commercial Content Director at Culture Trip, we devised the ‘Trails of the Unxpected’ hub which covered 11 destination through a combination of illustration, video, photography and written content. I was responsible for the content strategy, contributor briefs, commissioning writers and writing content myself (I had an absolute blast in Salzburg!).

The Results

  • Trails of the Unexpected earned  Silver at the 2019 Telly Awards (for Branded Content: Campaign: Business-to-Consumer )
  • A brand study found a positive increase in brand perception for BA as a short-haul flight airline