THE CHALLENGE

British Airways asked us to develop a brand experience to communicate long-haul routes from Milan to the United States and bring the British Airways experience to the city of Milan.

THE EXPERIENCE

Through two immersive installations, a DOOH campaign, a social media contest, and influencer marketing under the hashtag #balovesmilano, we captured the attention of the people of Milan and helped increase brand consideration and interest in flights to the United States.

The heart of the activation was the two Instagram-friendly immersive spaces inside Stazione Centrale, which allowed visitors to virtually travel to various U.S. destinations, creating UGC and experiencing the impeccable service of British Airways.

Brand Ambassadors and flight attendants in British Airways uniforms added authenticity, encouraging visitors to share their experience on social media. They also handed out packets of British tea outside the experiential zones, along with QR codes providing more information about the #balovesmilano campaign and offering the chance to win tickets to the U.S. via a social media contest.