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BA offers Westfield shoppers the chance to design their dream holiday

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Shoppers at Westfield London can use interactive screens this summer to design their dream holiday.

British Airways and CBS Outdoor have teamed up to put personalisation technologies into action for the event on screens that went live today and will operate until August 25. Users can work through different prompts and options on interactive LCD screens to build their ideal holiday, personalising their search based on their interests and needs, from food and beaches to sightseeing and more. As part of the process, shoppers select images from visual mood boards that depict a range of landscapes, types of venue and activities. BA then generates a list of potential destinations that they can share through social media and email.

Matt Armstrong, head of marketing and distribution for BA Holidays, said: “We believe that by putting the fun and emotion back into searching for holidays, we can surprise people by suggesting destinations they may not have considered.

“By using generic destination images alongside lifestyle images we can showcase the wide-ranging appeal of the destinations we support. This is a different approach from other tour operators and we hope it will make our holidays stand out in a very competitive market.”

Jason Cotterrell, managing director at CBS Outdoor UK, said: “In this digital age, personalisation is the golden ticket to a consumer’s heart.”

The creative concepts were delivered in conjunction with ZenithOptimedia and out-of-home media buyer Kinetic Fuel.

Some half a million shoppers visit Westfield London each week.

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