After a challenging year in 2018, British Airways wanted to rebuild brand reputation at the end the year by doing something amazing at Christmas for some deserving children. The resulting content would also be used to tee-up the airline’s 100th anniversary in 2019, so it had to be spectacular.
There’s nowhere more magical than New York at Christmas, so we created the surprise trip of a lifetime for four children who had experienced life-changing circumstances. Produced, scripted, cast and edited by W, we had to deliver against a tight deadline. We also recruited a host of stars including Maya Jama, Jodie Whitaker and Harry Maguire to appear in the film with the kids and share the end result on their social feeds.
The resulting film ‘Fairytale in New York’ was premiered on Sky News Breakfast with one of its young stars and member of BA cabin crew who joined them on the trip. Generating 126 pieces of media coverage, the film was also hosted on the likes The Sun, Mail Online and ITV London – with a 100% positive audience sentiment. As a result, we worked with BA again on its 2019 Christmas campaign and both films feature today as a hero pieces of heart-warming brand content on British Airway’s in-flight entertainment.