Reactive

British Airways offer media-buyers unique and high quality media opportunities, with a range of advertising opportunities.

The media reaches travellers at multiple points in their journey; At Home (via direct mail), Airport Lounges (brochures, table-top promotions) and Inflight (magazines, TV & radio).

Reactive chose to make the 'journey' USP pivotal to the site design, this is reflected in navigation, illustration style and transition animations.

Strategy

Our approach for the redesign of the BA Media Web site was to provide two avenues for site visitors;

• the inspirational 'BA Media Experience' (built in Flash), and
• the practical details, such as price lists (built in HTML)

The 'Experience' includes commissioned illustration to bring the site to life, and reinforce BA Media's brand values.

The Solution

The ‘paper-collage’ illustration style reflects, quite literally, the primary purpose of the site (advertising sales in print magazines), with movement between sections reflecting the different steps of the customer journey. This adds another dimension to the user’s journey, as they explore the site.

This unique and innovative approach brings the BA Media brand to life, and achieves BA Media’s objectives in a unique way.

The site was designed, written and built in partnership with Cedar Communications, with commissioned illustration by Sarah Hanson.

Facts and Figures