To celebrate their 100th anniversary at the Six Nations, British Airways wanted to create an experience that would leave a legacy of lasting memories for rugby fans, strengthen brand awareness and generate engagement. I designed an innovative concept featuring bespoke entertainment: the “British Airways Fan Village Experience”.
The experience invited fans to test their rugby skills with two interactive challenges: a Passing Challenge and a Line Out Challenge – with amazing prizes on offer such as free flights, match tickets and signed memorabilia.The Passing Challenge rewarded skill, with fans getting 40 seconds to try and pass as many balls as possible through the holes and the highest score getting the top prize. The Line Out Challenge still had an element of skill, with fans having three chances to throw a ball through the hoop, however it was designed to give as many people as possible the chance of winning the top prize, with a lucky dip feature allocating the prizes.
We had two branded lounges: the Avios Lounge, welcoming all fans to enjoy the build up, and the BA Lounge, exclusively for Gold and Silver members to enjoy a drink and a view of the Twickenham West Fan Village.