2010 British Airways "Face of Opportunity"

Video Play-by-Play In 2010 British Airways launched the "Face of Opportunity" campaign, which provided small business owners with the opportunity to win a grant and free flights to expand internationally. Event production company City Eventions was challenged with the task of creating a high-impact event to promote British Airways' "Face of Opportunity" campaign elevator pitches and genuinely connect with their core consumers. City Eventions entrusted eFilm Studio to construct an elevator-like sound-proof video booth where small business owners could record a 2-3 minute "elevator pitch" promoting their company. The booth was set up in bustling Grand Central Station in NYC, an ideal location for capturing the attention of businessmen and passing by consumers. Small business owners had a unique opportunity to fill out their information in exchange for a "boarding pass" to enter the booth and record an elevator pitch explaining why their business should have the opportunity to expand internationally. Once recorded, they could instantly retrieve their video at one of five branded kiosks. Participants also had the option of viewing their video from the comfort of their own home on a branded video retrieval website and were able to e-mail it to friends. Overall, the event enabled British Airways to successfully generate a strong branded message directly to their target consumers.