British Airways 'Picture Your Holiday' campaign utilises LCD screens to encourage Westfield shoppers to devise their perfect holiday

British Airways is to use LCD Screens based with Westfield shopping centre to help shoppers create their own dream holiday.

Provided by CBS Outdoor, the screens based within the London shopping centre will allow shoppers to tap and swipe through a number of prompts and options to create their perfect holiday and help them find personal interests and requirements including activities and food.

A number of interlocking images are used through the visual mood boards for different holiday experiences, and once the selections have been made, will allow BA to determine a range of relevant destinations that fit each individual choice, which can be shared through email, Twitter, Google+ and Facebook.

Matt Armstrong, head of marketing and distribution for BA Holidays, said: "We believe that by putting the fun and emotion back into searching for holidays, we can surprise people by suggesting destinations they may not have considered.

"By using generic destination images alongside lifestyle images we can showcase the wide-ranging appeal of the destinations we support.

"This is a different approach from other tour operators and we hope it will make our holidays stand out in a very competitive market.”

The BA ‘Picture Your Holiday’ creative by BBH and delivered alongside media buying from ZenithOptimedia and Kinetic Fuel.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze and producers Harvey Weinstein and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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