Challenge: Create a microsite promoting British Airways' new London Traveller tourist information site, a section within the primary Web site. It was scheduled to be launched around Halloween.

Solution: Invent a haunted server storyline—the ghost of Bartholomew Gosnold (the first Englishman to set foot on America's northeast mainland) is trapped inside the server, and can only find peace if he successfully helps visitors discover London!

Visitors signed up to help Gosnold…by successfully answering questions he asks of them about London. I suggested a multiple-choice question page with links to the answer pages within London Traveller.

Upon satisfactorily answering Gosnold's questions, participants received a $50 coupon on select London hotels (British Airways partners) and were entered to win a round trip vacation on the Concorde.

British Airways, of course, could then confirm that thousands of people had explored the new London Traveller site—and had thousands of opt-in e-mail addresses for follow-up marketing efforts.



Concept/Promotion Plan: Keith Gillespie
Copywriter: Keith Gillespie
Agency: QLM Marketing