BA and Metro pair up on crowd-sourced travel campaign
British Airways and Metro have paired up to launch a crowd-sourced, live, integrated travel campaign giving customers the chance to create and edit content.
The week-long deal will follow comedian and actor Joe Wilkinson on a series of globetrotting challenges. Metro readers will be asked to vote online for the places they would like to see him visit, from a selection of pre-chosen travel destinations – Dubal, Marrakesh, New York and Prague.
People can also vote via his Twitter handle @gillinghamjoe using hashtags which indicate what challenges they would like to see him undertake.
On his arrival at the airport Wilkinson will be provided with a selection of the crowd-sourced experiences. The idea is for them to form the foundation of what can be a challenging itinerary, with suggestions such as ‘a hop hop tour in New York’ or ‘a Hammam in Marrakech’ given as welcome examples.
He will interact with the Metro’s audience via social media throughout his journey, and reader comments will feature in a live feed on Metro.co.uk.
Metro, which worked with media agency Carat to create the deal, will run a double-page travel special featuring Wilkinson’s activities and readers tips.
Content created with:
British Airways
British Airways is the largest airline in the United Kingdom based on fleet size, or the second largest, behind easyJet, when measured by passengers carried.
Find out more