Milan, 13 March 2023. British Airways nominated by the World's Top 100 Airlines 2022 among the 15 most popular airlines in the world, has just launched a communication campaign focused on the Milan-United States routes and has entrusted TRO with the creation of the total experience to support this initiative.

Starting with British Airways' target analysis and objectives for this project, TRO worked with the airline to create a creative concept capable of giving life to relevant experiences on different touchpoints, developing the theme "British Airways loves Milan".

The beating heart of the "total experience" are two installations in the Central Station in Milan where, from 13 to 19 March, Milanese, tourists, passers-by and the curious can discover the values of British Airways in the welcome lounge and experience the quality of the services that the airline offers to its customers. But there's more. British Airways transforms these two areas into the gateway to one of the most frequent desires: visiting the United States. Exciting and enveloping images take visitors to North American destinations. Furthermore, British Airways offers the possibility of making this dream come true: with the contest created and managed by TRO, all those who share their experience inside the installation on Instagram, using #balovesmilano, can participate to win a flight for two to New York.

By leveraging the British tea culture, a further experiential element was created: to experience the world of "British Airways" and its attitude to excellent service. TRO created a sampling of tea, intended for all visitors to Milan Central Station. To complete the experience, an influencer marketing activity and a Digital Out of Home campaign on over 120 placements between displays and shelters.

Finally, the partnership with Yes Milano strengthens the contents of the entire project, encouraging people to try the British Airways experience and participate in the #balovesmilano contest.

Collaborating with British Airways is truly an honour. Our initial challenge was to redefine how British Airways stands out in the competitive tourism sector. With the air travel industry bombarding individuals with messages about promotional flights, exotic destinations, and dream vacations," notes Antonio Magaraci, Managing Director of TRO, "we took a thoughtful approach. Our strategy involved a paradigm shift, transforming conventional communication into a compelling experience. We created a comprehensive Brand Experience with interconnected elements that engage the audience and leave a lasting imprint on the brand. This transformative approach, which we proudly refer to as Total Experience, redefines the landscape of brand engagement."