Tuesday, February 19, 2013

The GREAT Big British Bash by British Airways and VisitBritain

Visit BritainMUMBAI 15th Feb 2013 (by Lokesh Shastri)–Lifestyle enthusiasts and explorers from Mumbai where set for a ‘Great’ surprise as British Airways and Visit Britain launched The GREAT Big British Bash in the city. As part of their multi-million pound joint marketing campaign to promote the UK globally, British Airways and VisitBritain hosted a four-day grand event at Phoenix Mall, Lower Parel in Mumbai. Visitors had the opportunity to explore and experience the British way of life through a number of stylishly themed pop-up stores that will cover shopping, music, countryside and food in true British style. Absolutely free of charge, the ‘GREAT Big British Bash’ was open for visitors between 2 p.m. to 10 p.m. from 15 - 18 February 2013.

The ‘GREAT Big British Bash’ campaign features real British people inviting the people of India to visit Britain to enjoy their favorite places and experiences. Ambassadors include Tara Brown, Lead Custodian at Laugharne Castle on the Pembrokeshire coast in Wales and Alan Kingshott, Chief Yeoman Warder of the Tower of London, where the Crown Jewels are kept. Both Tara and Alan where on hand to welcome visitors over the four days the Big British Bash takes place.

Christopher Fordyce, British Airways Regional Commercial Manager- South Asia said, “We are extremely excited to bring the true British experience to people of Mumbai through fun pop-up stores to provide them a taste of one of the many iconic sights and experiences Britain has to offer. The whole of UK has been in high spirits and festive mood since a remarkable 2012. We wish to extend the celebrations and provide an opportunity to our customers in India to visit Britain at attractive fares whilst experiencing our unmatched inflight services.”

He also added, “We are delighted to collaborate with VisitBritain for ‘Great Britain  - You’re Invited’ global campaign as it provides us a perfect opportunity to showcase and highlight Great British experiences as well as to fly with British Airways. We look forward to welcoming and engaging with Mumbaikars in true British style.”

Shivali Suri
Shivali Suri, Country Manager VisitBritain   India said, “Britain is a family friendly destination with something to suit every budget and offering a variety of memorable experiences for the Indian traveller. The festive mood from 2012 continues, with our ‘GREAT Britain  - You’re Invited’ campaign showcasing the very best of British shopping, food, music, culture, heritage and countryside.

“It is a great pleasure for us to partner with British Airways on ‘The GREAT Big British Bash’. This is a fabulous initiative to encourage an even greater number of Indian travellers to choose Britain for their next holiday, an experience that will hopefully see them going back to Britain time and time again.”

To further leverage the campaign, an exciting online contest has been launched that will allow customers to win a pair all-inclusive return tickets to London from Mumbai, New Delhi, Bengaluru, Chennai or Hyderabad in World Traveller economy class.  And there was more, with plenty of exciting opportunities during the event for the visitors to play engaging contests and win amazing goodies!

British Airways and VisitBritain are already running a robust marketing campaign to promote Britain globally. This includes a strong focus on digital and social media platforms, as well as interactive mobile applications and banners in addition to outdoor and print advertising.QR codes where also available at the venue where customers where encouraged to search for them and use them to learn more about Britain.

From a royal entrance and exterior depicting Buckingham Palace to great British shopping, music and countryside, visitors where offered a slice of magnificent British lifestyle! The information points where equipped with digital content encouraged the guests to interact via their smart phones and other devices.  Additionally, secure iPads where available to interested visitors without smart devices.

The shopping experience encouraged visitors to step in and interact in an immersive ‘shop window’ environment, along with unique fashion shows portraying the evolution of British Airways cabin crew uniforms, something which certainly entertained visitors.

A VIP area for music lovers, enjoyed the timeless British music and celebrated artists, but also had the fantastic opportunity to create their own British Music Mix through the use of the ‘Music Mix App’ using a digital platform. Avid DJs ‘shared’ their creations on popular social media channels.

The GREAT Big British Bash also provided an opportunity to visitors to explore majestic, contemporary British countryside in avirtual environment, from the splendour of Windsor Castle and a relaxing ride with Punters in Cambridge, to the mystery of Loch Ness, the tales of Shakespeare and the poems of Wordsworth.British Airways has a worldwide route network that covers more than 150 destinations in 75 countries.British Airways has been flying to India for 83 years and currently operates 45 flights a week from London Heathrow to five cities: Mumbai, Delhi, Chennai, Bangalore and Hyderabad.British Airways operates flights to India from London Heathrow’s state-of-the-art Terminal 5 which opened on March 27, 2008 and is exclusive to the airline's customers and is capable of handling 30 million customers a year.

In September 2011, British Airways won the accolade of “Best European Airline” for the 11th consecutive year, as voted by readers of Business Traveller Asia Pacific. At the Business Traveller Awards 2011 held in London, British Airways was also chosen by readers as the “Best Airline” and its Executive Club was awarded “Best Frequent Flyer Programme”.

In November 2011, British Airways was one of three companies to be recognised with a World Tourism Award for its support of more than 50 charities worldwide.

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