British Airways ´Metrotwin´

London to New York is British Airways´ bread-and-butter route. They fly more people between these two cities than anyone else. However, there´s also huge competition between airlines on this route, so BA needed to become synonymous with both places.

Too often brands try to engage with consumers in the social media space but it doesnt feel natural or useful. BA wanted to create something credible. Equally, although a lot of information on both destinations exists online, more often than not it´s scattered far and wide across the internet.

´Metrotwin´ is all about cutting through the millions of blog pages, advice sites and communities that already exist about these two leading cities.

The site works on the concept of ´twinning´, enabling users to find somewhere ´just like that place I like in London/ New York´ at the click of a button. In order to get the most reliable info possible, we partnered with a selection of experts on the two locations, and asked them to provide us with the best of London and the best of New York. As a result, we had lots of the ´big names´ such as Quintessentially.com, Mr and Mrs Smith, NotForTourists, and Visit London, providing us with recommendations and ´best of´ lists to allow users to cut through the clutter.

Whilst content partners provide us with great recommendations and lists, registered users can interact by posting comments about the places reviewed. Users can rate locations, save them to their profilesm and recommend ´twins´.

In its first three weeks alone, Metrotwin received 100,000 page views, 10,000 unique visitors, and 3,000 user registrations.