Our work within the Travel and Tourism sector continues with a campaign to promote the recently announced new leisure routes and increased flight schedules from British Airways to the travel trade.

The news routes include: Tokyo Haneda, Marrakech, Paris-Orly, San Diego, San Juan and Stockholm, plus 12 other destinations with additional services.

Delivered for one of our favourite clients, Lime Management, the campaign was rich in content, and with so much information to impart, the brief was to deliver it in a succinct and impactful manner.

The campaign centred on a printed A5 direct mailer which, when unfolded, revealed a poster size typographic map of the world highlighting the new destinations. The goal being that the recipient would find the poster useful and would be tempted to keep it and share it with colleagues by pinning it up on the wall.

Choosing a poster concept proved the ideal format as it enabled the inclusion of lots of additional information on each of the destinations and a modest quantity could be produced cost effectively. The direct mail campaign was further bolstered by personalised email marketing activity and trade magazine advertising.