British Airways launches ‘picture your holiday’

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BA 'picture your holiday'

British Airways has launched a new online platform called ‘Picture your holiday'.

Designed by BBH London and created by their latest acquisition, Monterosa, the platform allows the user to generate holiday suggestions using an online mood board.

Users are presented with pictures from different countries showing, for example, beaches, cocktails, mountains, and cities around the world. Dragging these pictures into the users own fold out type book, the programme then displays a range of destinations based on the pictures chosen.

The ideas can be shared with others on Facebook, Twitter, Google+ and email.

The online platform is supported by digital and outdoor activity such as digital outdoor ads on touchscreen LCD screens at Westfield Shopping Centres.

Matt Armstrong, head of marketing and distribution for BA Holidays, said: “We believe that by putting the fun and emotion back into searching for holidays, we can surprise people by suggesting destinations they may not have considered."

A similar approach from EasyJet last October, called Inspire Me used a scrolling bar to show budgets, airports and holidays to customers in Europe.

Is this something likely to enhance the customer experience? Will this marketing campaign have a positive effect on BA's sales and customer engagement? Time will tell. Let me know what you think of ‘picture your holiday'”.

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