As the title sponsor for Taste of London 2008, British Airways wanted to not only increase awareness of their sponsorship during the festival, but also create an ‘upgraded’ experience for all visitors.

Synergy worked with BA to create an instant prize promotion. 17,500 game cards were distributed by British Airways Ambassadors to Taste of London visitors, who had one in four chances to win a glass of champagne;  Taste of London Crowns (event currency); or dining experiences at top UK restaurants.

All entrants, whether instant winners or not, had further opportunities to enter the grand prize draw for a holiday to Los Angeles, whilst the offer of ‘tasty fares’ were available for all visitors to Taste of London to receive a discount on all flights booked across an agreed period.

The promotion enabled British Airways to engage with customers using the core brand value of upgraded service, whilst creating a sales opportunity in an added value experience at the event.