Creativity isn’t just about good artwork. It usually lies more in the idea behind an effort than it does in the outward expression of the campaign.
I just posted a write-up of British Airway’s latest campaign, called “Face-to-face.” BA offers small business owners a free flight anywhere in the world in order to have the one-on-one engagement that is so necessary for success. It’s the airline’s way of jumpstarting the economy one coach-class seat at a time.
While not a campaign grounded in eye-grabbing visual cues or user-generated content, the end result of the effort will three planes full of leading business people, all fully engaged with the BA brand, and, after the next morning’s breakfast in London, engaged with one another. Social media is great brand- and loyalty-building tool, but face to face interaction like that creates the most powerful community feeling possible, something that even the most ambitious digital campaigns can’t help but fall short of.
