British Airways has launched a "choose your own adventure" style marketing campaign focusing on exploring different European destinations.
The campaign is called "Yourope," and focuses on customizable trips to the big cities of Europe.
The campaign uses the ability for YouTube users to select clickable regions of a video, which allows content creators to give viewers a choice for the next video that they watch. This feature has been around for awhile, and offers an engaging and customized way for travel marketers to showcase different elements of their offering.
The style of videos is in first-person, emphasizing the "Yourope" so the viewer feels more connected to the experience at hand.
The videos are also done in bursts, bringing in short clips in a montage of travel experience. This delves into the Vine-style short video clip experience, while also reflecting the indelible, episodic memories that travel delivers.
After selecting the destination, viewers are brought to the destination via plane and taxi. After arriving at the destination, viewers must then choose an experience. The street is split down the middle, and a wipe clears out the other side of the street once the selection has been made.
A narrative then unfolds in first-person, showcasing the elements of said experience while offering plenty of atmosphere and style related to that particular destination. They are feel-good short films, making it easy to envision being the one taking the trip and experiencing that particular culture.
At the conclusion, the path continues, encouraging a full exploration of the experiences available in Barcelona, Paris, Berlin and Rome. Each city has it's own personality split, which is another clever device as it allows each city to be showcased by its own unique traits. Paris is "Classic/Curious," Berlin is , Barcelona is "Night/Day" and Rome is "Old/New"
The videos are extremely compelling, directed Emerging Showcase winner Brandon LaGanke. The series is also backed by tracks from up-and-coming artists, such as “The Chase” by Groenland (Montreal, Canada), “I Can’t Sleep at Night” by The Deadly Snakes (Toronto, Canada), “Midas Touch” by Bourbon Rose (UK), “Dynamite” by The Measels (California, USA), “Getcha Good” by Jenn Grant (Canada), “The Stroke of Return” by Big Data (Brooklyn, NY), “Summer Rain” by Tiger Love (London, England), and “Get Up & Go” by Broadcast 2000 (London, England).
Creative, engaging and absolutely wanderlust-inducing, this video series is just how travel marketing should be done. Short, to-the-point and shareable, this video series not only creates the desire to go but also sets up British Airways as the brand that brings memories to travelers.
The campaign is also part of an integrated whole, with a Vine promotion and Pinterest boards coming up next to encourage travelers to share their own 6-second postcards and other favorites in these destinations.
John McDonald, the VP of Marketing for Americas, said this about the promotion:
“We know our customers have different tastes and different motivations for travel so we designed a campaign that would celebrate those different perspectives. We believe the adventures in each Yourope video will provide new ideas for even the most seasoned traveler."