How British Airways Holidays Took Out of Office Into the Health Club
Challenge
Selling downtime to an audience that never stops
British Airways Holidays launched Out of Office in January, the month the UK books its summer. The creative used mock auto-reply emails to make one point: take your holiday as seriously as everything else in your diary. The challenge was placing that message somewhere it would land rather than get scrolled past.
Objectives were to build consideration for British Airways Holidays during peak booking season, reach affluent London and South East travellers in a premium environment, and put the creative in front of members in a context where its message actually made sense.
Activation
D6 panel across London and South East health clubs
- 50+ screens across 20+ Bannatyne and 1Rebel sites across London and the South East, reaching members across reception, corridors, changing areas and retail spaces.
- 3-week burst across January 2026, timed to the peak summer booking window.
- Creative ran as a series of out of office replies, each a different member's reason for taking a break, closing on "Take your holiday seriously."
- 4.5+ million impressions delivered against 2.6 million sold
Why health club members
An audience that travels more, and travels better
75%
Of our members had taken a flight for leisure in the last 12 months
130%
More likely to have gone abroad five or more times in the last 12 months
189%
More likely to usually travel first class
Source: GB TGI 2026 March (February 2025 to January 2026) © Fifty5Blue
Campaign Imagery
