British Airways launched a campaign to enable users to take control of the travel process by engaging with a set of interactive tools on ba.com. These 'e-services' allowed users to do things like choose their seat online and print out their boarding pass.

The campaign highlighted the benefits of using these new e-services, with the aim of changing consumer behaviour.

The 'Gate' execution used innovative creative and media placement to illustrate how services such as printing your own boarding pass can save time at the airport.