British Airways

British Airways wanted to promote their European routes from London City Airport and their new superior fleet of aircarft flying out of the airport. They wanted to run a competition to give one lucky winner a private jet for themselves and 69 of their friends to fly to a European city of their choice and stay in a Hilton Hotel for a weekend in November.

Our strategy

Being the only London title with a true crossover between a quality leisure and a business audience, the London Evening Standard was perfectly targeted for this campaign. We would use every platform within our portfolio including in-paper,online, marketing, outdoor, editorial and mobile to ensure the message was unmissable and maximise competition entries.

The big idea

We launched the competition with a teaser campaign using unusual creatives within our business section to alert our readers.

The competition ran for a week across all our platforms, highlighting a selection of European destinations that BA fly to and prompting readers to go online to enter for their chance to win a private jet to one of these destinations for the weekend.

The mechanic involved readers correctly identifying a famous landmark and matching it to the European city via text or online. The competition was refreshed every day for a week and readers could enter every day.

We supported this with editorial which included a front page flash and daily editorial signposts to drive readers from all areas of the paper to the promotional page and online.

The results

There were 6,821 visitors to the online entry page, 760 clicks on the home page news channel promo box and 2,673 clicks on the newsletter promo box which was emailed to our database. Overall there were 4,231 competition entries, made up of 3,423 online entries and 808 SMS entries

We delivered exceptional added value for this campaign in the form of editorial support and additional platforms to gain maximum exposure.

Just a note to thank the Evening Standard for this wonderful prize. We travelled to Barcelona last weekend and it was a fantastic experience. British Airways staff were wonderful not only making the arrangements for the trip but for the customer service on the aircraft which was exceptional. We all had a lovely weekend, thank you so much.

The winner | Barcelona