Britain had an image problem: Americans wanted “braggable” experiences rather than stodgy historical sites. Neither did they see it as an interesting place to visit during the lowest travel season: winter.

So, we created the largest resort in the world: Britain. Our 60-million-acre retreat was introduced via iPad and Kindle. For both, we created an illustrated map of Britain for users to explore. For iPad, the map was a cloud-hosted animation in which the user can tilt, move, or swipe their device. On Kindle, the functionality allowed for swipe only, but brought users in through the wakescreen

We disrupted the marketplace by addressing Britain’s weakest point (the weather) and its strongest (the quirky culture) head-on, showing a direct contrast to the bland culture of the Caribbean island resorts.

Most advertising is entertaining at best. Our campaign kept them on the path to purchase by rewarding them with a real, tangible value exchange—our direct mail/CRM piece, and the experiences it unlocked.

We sold what our clients know best: their home. We discovered best insider experiences to share. We also recognized the North American love of British humor, and used it to bring our campaign to life.

During the lowest travel season of the year, we drove 1,058,492 visits to BA.com and 28,437 people booked trips.

We proved Britain really is a better island vacation, as vacation package sales on BA.com rose at a 35% increase from previous campaigns.

Thanks to our campaign, BA’s North America site outpaced the global site by 50%.

Our emails had an open rate of 18% higher than British Airways’ usual benchmark, and a click-through rate of 37% higher than standard