2011 Silver Best use of field marketing and experiential

What is wonderful about this work? To promote BA’s Caribbean flights, we let passers-by text the Caribbean and see an immediate response on our digital poster in London. We saw more than a text a minute, with a dwell time of up to 15 minutes. Caribbean bookings went up 8.6%, with St. Lucia’s revenue up 21% and our featured hotel’s revenue up 308%.