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TRO

Core disciplines: Experiential marketing, Sponsorship

THE BRIEF

Working with the in-house team at BA we delivered a two-day event giving over 13,000 guests a unique view of the brand and business from a stunning vantage point – behind the scenes. Held on their Engineering Base at Heathrow in two aircraft hangers on 6th and 7th June 2015, we were briefed to create an interactive, family-focused event that was both informative and engaging.


The key objectives for the event were to create a positive and memorable experience of the BA brand for staff, customers and suppliers, and to showcase BA as a pioneer within the airline industry and get guests excited about future plans.

THE SOLUTION

The theme “Explore and Discover” ran from initial invite right through the event with the guest experience replicating a BA flight.


Guests were invited to register at home. They then received an e-boarding pass to their phone, which replicated the BA app. On arrival at the venue they “checked in” with BA hosts and walked through “Security” into the hangars.


The space then offered a huge range of stands and experiences for guests to enjoy including:
- a showcase of BA’s partnership with Kidzania London where children could dress up as pilots or cabin crew in an Aviation Academy. They were given “passports” to fill with stamps earned from engaging with the different stands.
- five different aircraft were on display for visitors to explore, including an Airbus A380 and a Boeing B747.
- a fashion show of past uniforms and lots of interesting facts about their history as the UK’s leading airline.
- Jamie Cullum and some of 2015 Britain’s Got Talent finalists entertained guests from the main stage.

AWARDS

The event recently won Large Event of the Year at The Drum UK Event Awards and Silver for Internal Engagement at the EVCOM Live Awards.

RECOGNITION

The event was a spectacular success. On Saturday we reached capacity with over 5,000 Executive Club Card customers and special guests. There was such demand for tickets on Sunday, that we ran two half-day events, with 8,000 guests attending in total.

Customer and Staff Feedback:

“I would just to say a huge THANK YOU to everyone at British Airways for a fantastic day. Looking forward to the next one!” 

“We really enjoyed the event. It was very well organised and showcased BA to its highest standards. The whole day was executed with precision.” 

“To say it was an "experience" is an understatement.”

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