The 360-degree campaign, created and delivered by Time Out’s Creative Solutions team, will feature inspiration-driving branded content – as well as a live event – with some of the best Christmas markets in Europe at the heart of everything, encouraging experience-seeking holidaymakers to visit Prague, Krakow, Cologne and Salzburg with British Airways Holidays.
This content-driven partnership will, says Time Out, feature a cross-platform branded series that brings to life the magic of these markets. Time Out will create a content hub with key messaging around what sets British Airways Holidays apart and showing how they are the facilitators of truly magical festive experiences. Bespoke feature pages for each destination will be roadblocked with British Airways Holidays festive takeovers.
Digitally, content will feature across posts and stories on Time Out Travel’s Instagram, and via a dedicated email newsletter to subscribers. Content will be further amplified via digital display ads as well as digital and social traffic drivers running across Time Out social channels and the Time Out network with native traffic drivers.
Finally, Time Out will bring a taste of these European Christmas market destinations to London with its hot cocktail event, Hotboozapalooza. Time Out’s annual tentpole festive event – now in its fifth year – will be held on Thursday 2nd November 2023 at London Bridge’s Vinegar Yard, ticketed and promoted via Time Out channels.
Time Out will take inspiration from four of British Airways Holidays’ key destinations to create hot cocktails which will be accompanied by entertainment, music, decor and interactive experiences, evoking the magic of Christmas markets. Tickets are on sale now at timeout.com/hotboozapalooza.
Gareth Thomas, Director of Strategic Partnerships at Time Out said: “This direct partnership between British Airways Holidays and Time Out is a natural fit between such an iconic travel brand and our travel-hungry audience who come to Time Out for inspiration to discover and experience the best of cities all around the world. The campaign has it all: high-quality branded travel content created by our expert journalists and a live event to bring the content to life right here in London. We look forward to working together with British Airways Holidays on this bespoke campaign that puts both brands at the forefront of our audience's mind when it comes to their next city escape.”
Gemma Abrahams Partnerships Marketing Manager at BA Holidays added: “It’s so exciting to be working with Time Out on this activation. Christmas Markets have always been a staple in our marketing calendar and after a three-year hiatus, due to the pandemic, it’s the perfect time to remind Londoners of these magical festive breaks. At British Airways Holidays we’re passionate about holidays and want people take them seriously. In a recent survey we conducted with YouGov*, over half (51%) of Brits with leave left this year had at least 31% of their allocation left to take by the end of the year. November or December is the perfect time to take a break, use up some of that leave and get into the festive mood with a trip to one of Europe’s superb Christmas markets!”
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