Metro readers were presented with four exciting destinations to choose from: Prague, New York, Dubai, and Marrakech. To captivate readers and drive engagement, we created a suite of eye-catching and compelling creative elements:

• Introductory cover: grabbed readers’ attention instantly with vibrant image and clearly communicated the campaign’s premise. Designed to highlight the allure and excitement of the four potential destinations.
• Internal Spreads: We developed detailed and visually appealing spreads for each destination. One for each of the four destinations – as print deadlines required they were designed in advance of the Metro readership decision on a chosen destination. These spreads not only provided in-depth descriptions but also showcased the the unique experiences a British Airways Holidays weekend break can fit in. The goal was to inspire and excite readers about the possibilities of each location.
• Digital Editions: To ensure a seamless experience across all platforms, we integrated digital versions of the print ads. This allowed readers to engage with the campaign whether they were reading the physical newspaper or its digital counterpart. The digital editions were designed to be visually engaging, enhancing the overall campaign experience.

Readers were encouraged to vote for their preferred destination via Twitter, with the added incentive of winning a British Airways holiday worth £4,000.