Our objective was to create a series of events, which took inspiration from around the world, to help Stylist and Shortlist readers to escape January with American Express and British Airways. 

What we did

We created a series of events across a weekend in January, which included a photography masterclass, a cookery school experience, and a film screening – all designed to create wanderlust amongst the attendees.

Our photography masterclass was hosted by award-winning travel blogger and influencer, Julie Falconer at Ham Yard Hotel in London, which was then transformed into a screening of Wes Anderson’s The Grand Budapest Hotel in the evening. All guests were served drinks, popcorn and canapes, and were given a travel-inspired goody bag including 9000 air miles to take away. Across the city, at L’Atelier des Chefs, readers could learn how to master a recipe, guided by a professional chef. They were able to then enjoy their creation, along with a glass of wine, at the cookery school. 

What we achieved

The first release of tickets to the events were snapped up and, in the end, we had to open a waiting list for both events. From the campaign’s beginning, we saw a huge buzz on social media #EscapeJanuary, with the event becoming the campaign’s nucleus. Placing British Airways and American Express at the heart of conversation among the Met Set, this campaign assisted in repositioning the brands as corporate/data-driven by playing into the fun side of the business for both.