BRITISH AIRWAYS
British Airways is planning a campaign for widespread digital engagement and launching an award that in Italian has been christened ‘Vivi il Vero Viaggio’ – or “Experience Real Travelling”. There is an ideological premise underlying this: it is not the destination that makes a great trip, but rather the way you get there. And your carrier assists you in reflecting on this experience, in actualizing it, and even in developing it, publishing it, perhaps even winning an award and seeing it used as a model.
TripAdvisor, the largest worldwide travelling community, is involved; its domaine now contains a space called www.tripadvisor.it/ba where Italian users can express their experiences in a multimedia format. The essence of travelling in the form or a brief video. This is then evaluated by a jury made up of individuals whose lives embody this experiential philosophy. What is the award for the most original blog? Two tickets to any destination in the British Airways world network.
In collaboration with specialised professional organisations, MS&L Italia sparks interest and participation in this model of digital communications that inspires users to produce content while spreading the name of the British carrier throughout the world of thinking and creative travellers.