VISIT CALIFORNIA X CULTURE TRIP X BRITISH AIRWAYS

Encourage UK travellers to return to California following the pandemic, raise awareness of extended stays in its gateway cities and give airline partner British Airways a platform to drive sales.

We brought Visit California, Culture Trip and British Airways together for an integrated campaign spanning TV, digital, social and out-of-home media. It became Visit California’s largest-ever media investment in the UK.

At the heart of the campaign was a bespoke Culture Trip hub featuring content and films showcasing California’s gateway cities. We supported this with a three-week Time Out partnership, including cover wraps and an out-of-home takeover at Waterloo Station.

Our paid media strategy balanced brand awareness with performance, allocating 60% of activity to building affinity for California and 40% to driving traffic. We directed audiences to bespoke landing pages on BA.com, creating a direct path from campaign content to booking.

We also tracked how users moved from social media to the Culture Trip hub, using insights from the first seven weeks to optimise activity for the remainder of the campaign.

By bringing destination storytelling, media and airline partnership together, we created a campaign that connected inspiration with a clear booking journey.