Problem How do you brand yourself as a local expert? Solution Surround your target with OOH vehicles with creative messages proving your point. Background Prior to the busy summer travel season, British Airways wanted to launch a new leisure branding campaign that emphasized their local knowledge and expertise about London. Using their understanding of the nuances of British culture and language, they needed to differenti- ate themselves as an integral part of a truly authentic London experience. The campaign needed to underscore the airline’s innate ‘Britishness; and support the idea that travel- ers to London should really, “Go with Those Who Know”—British Airways. Objective British Airways needed consumers to understand that the airline could pass along things and knowledge t

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