Drive visitation beyond California’s LA gateway.
Through vivid storytelling and a clear call to action, Black Diamond negotiated a strategic partnership with Visit California and British Airways to create a multi-layered, integrated campaign encompassing film, media planning and buying, social media strategy, and content creation for BA’s California information hub.
A short film was created and shot in both the UK and California, featuring actress Anna Friel. The concept follows Anna and her best friend (Lauren) across Orange County, Joshua Tree and Palm Springs as they uncover hidden gems, and off-the- beaten track experiences, in an attempt to reconnect with themselves and each other.
The $1.5 million project included:
a co-branded tagged TV spot, with a BA call-to-action
$600k media investment, including online TV, social media paid advertising, display and native advertising
a second instalment of the Britifornians original content series focusing on road trips across California
Exceed industry benchmarks with documentary style ad performance
55% of viewers engaged more with the ad (survey conducted by Hall and Partners)
21% indicated strong relation to the ads (industry benchmark 11%)
£57.5k new customer bookings generated from the hub