In 2018, British Airways launched their new and exclusive direct flight to Nashville, Tennessee from London Heathrow.
Our brief was to raise awareness of this route. As well as attracting traditional country music followers, we needed to appeal to broader music fans and general travel enthusiasts.
We developed a campaign centred around getting people to ‘Plug straight into Nashville’. This allowed us to talk about the authentic and highly sensual Nashville experiences that only BA could directly connect Brits to.
The route has become one of BA’s most popular in North America with all cabins consistently operating near capacity. Creative highlights included a guitar shop digital experience and audio work that performed at 20% above industry awareness benchmarks.