British Airways teams with CBS Outdoor to help shoppers to create a dream holiday on interactive LCD screens

Once a selection of images have been pulled together, BA produces a range of destinations that fit the individual profiles people have created for their holiday experiences, which can then be shared through social media.

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.”

Jason Cotterrell, managing director at CBS Outdoor UK, added: “In this digital age personalisation is the golden ticket to a consumer's heart. Thankfully the advertising industry is leading the way in terms of delivering innovative, relevant content; as evidenced by BA's interactive 'Picture Your Holiday' campaign to inspire a highly targeted audience. Using our interactive digital screens at Westfield London, a unique platform for fame given the access it provides to the right audience, in the right environment, at the right time – essentially when consumers are relaxed, enjoying themselves and in the mindset of spending money - is a smart move."

The creative was delivered with planning and buying agency ZenithOptimedia and out of home media buyer Kinetic Fuel.