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British Airways to offer holiday advice using emojis

Staff Writer |
British Airways is launching a major marketing campaign, headlined by the airline’s first new BA Holidays television advertising campaign in four years, to promote their biggest sale of the year.

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The sale begins on December 20 and runs until January 31 with huge discounts on flights and holidays to more than 100 destinations worldwide.

The new creative focuses on the concept of "What If?," memories and unforgettable trips.

For this campaign the airline is focusing on digital with five different animated display banners running online and seven different digital out of home executions that will use real time traffic data to interrupt existing out of home ad schedules with sale creative.

In an industry first the airline will also offer holiday advice to customers using emojis.

The new holiday inspiration tool, which uses Facebook messenger bot technology, allows customers to interact using the picture-based icons, and after answering a series of questions with their favourite emojis, the bot will recommend a holiday destination to suit their personality and mood.

The three 30-second BA Holiday brand ads, the first of which airs on Boxing Day, are also based around the sentiment of making memories under the headline: "we never forget your holiday is something you’ll never forget."

The adverts will also run in cinemas nationwide and will be followed up with 10-second edits on Video on Demand and Sky Adsmart that convey the rationale behind booking a British Airways Holidays.

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