British Airways was tainted by an old-fashioned image and beset by strikes. We needed to optimize British Airways brand as a glamourous, premium brand in Europe. Additionally we were tasked to convince travellers in key European markets, such as Munich, that the time to visit the UK is now.
We collaborated with David Hasselhoff and asked him to stroll the streets of Munich to offer residents the chance to win free British Airways flights to London by participating in Hoff’ London Challenge, which consisted of demonstrating their best British accent and giving their best impression of Her Majesty The Queen’s ‘Royal Wave’.
55 pieces of coverage, including the highly praised ‘Picture of the Day’ on TV show E! News. 18,500 views of the ‘Are You Hoff to London’ video on British Airways’ YouTube channel, and increased awareness for British Airways’ #LondonforLess program.