British style understated | sophisticated | contemporary exudes a quiet confidence, quality standards & attention to detail
Thoughtful service warm | welcoming | individual
Additional values for BA.com
Modern bright & light | clean, not cluttered | global outlook | reflect brand guidelines
Experience led in the moment | culturally relevant to the destination | eye-level | incorporate an element of motion
Differentiating not a commoditised shot | reflects BA as a travel expert | stop & think shot
Welcoming engaging | fun | friendly | warm
Current photography dated | postcard type | commoditised | un-inspiring
Proposed photography modern | experience led | differentiating | welcoming
Before and after Before: dated | uninspiring | impersonal | moment in time
Las Vegas
Los Angeles
Orlando
After: modern | inspiring | personal | in the moment
Current homepage images
Current homepage images
Illustrated artwork Looks like 3rd party advertising banners | cluttered & messy
does not reflect BA brand values | ambiguous product offering
Postcard imagery commoditised imagery lacks customer dwell time & engagement | unfriendly | impersonal | un-inspiring | lacking energy
Single image on white background More simplistic | relaxing | step in the right direction
New homepage - welcome images editorial style | warm & engaging | sense of motion | fun | unique Usage guidelines: Should identify the destination and have an connection through emotional or physical experience of that destination. Should engage the user to stop & think in order to encourage further browse within the site. Should consider the placement of the plan fragment.
New homepage - secondary images editorial style | warm & engaging | sense of motion | fun | bright Usage guidelines: as image size is much smaller than welcome area these should be more obviously related through the use of typically synonymous destination photographs e.g. landscape / culture
New homepage - iconography editorial style | warm & engaging | fun | bright Usage guidelines: used sparingly to add a touch of interest to the page by breaking up white space and to provide some context to campaign copy e.g. bear = family holidays. Icon should either be related to destination or campaign theme
Text based content – tone of voice
welcome area What it is: editorial style | conversational | friendly | written with the reader in mind What it isn’t: business copy | internal references | over-formal | written in 3rd person
Usage guidelines Destination features: caption should be related to the photograph to provide some context to the image. The welcome area is designed to reinforce BA’s position as a travel expert and is not a hard sales area, therefore should avoid the use of SEO copy when the area is being used to promote destinations
Campaign features: caption should be friendly and welcoming bearing the reader in mind, can talk about the campaign and can benefit from using SEO copy in relation to the campaign. As this is the welcome area should not be too pushy in relation to obtaining a sale
Text based content – tone of voice
content area What it is: editorial style | conversational | friendly | written with the reader in mind What it isn’t: business copy | internal references | over-formal | written in 3rd person
Usage guidelines Destination features: 50/50 split between TCO copy and Highlife article excerpts. Highlife articles reflect an editorial style which benefits ba.com with highly engaging and high refresh frequency content reinforcing BA’s position as a travel expert. TCO content may benefit ba.com through more internal links but it should be borne in mind that this content does not refresh regularly
Campaign features: copy should be fun, friendly, to the point and have good signposting to the content that sits behind the link. Where copy is related to a revenue campaign should be engaging through the promotion of customer benefits
Welcome area - components
Image size: 1400 x 475 pixels Title: 25 characters. Not clickable Price: Pulls through from lowest price by month / can use fixed price. Can be switched off (clickable) Supplementary text: 6 characters (not clickable) Caption: 80 characters (not clickable) Read more link: when related to destination links though to TCO / or campaign landing page Carousel: minimum 3, maximum 5. Can be set to 1 where sale is to dominate feature.
Content area - templates Destination template with hotel links
Destination template with DP
Campaign template
Offers template
Editorial template
Destination templates with hotel links - components
Image size: 340 x 340 pixels (clickable) Icon size: 100 x 120 pixels (not clickable) Destination name: 20 characters inc spaces (not clickable) Product description: can be selected from multiple options (Flight / Flight and hotel / Flight + 3 nights etc) (not clickable) Book button: required to enter landing page URL (button attributes i.e. name / colour may be variable) (clickable) Price: Pulls through from lowest price by month / can use fixed price (clickable?) Supplementary text: 6 characters inc spaces. Can be selected from multiple options (not clickable) Ancillary title e.g. top hotel: 20 characters inc spaces (not clickable) Ancillary links: 26 characters inc spaces (clickable) Editorial copy: 175 characters inc spaces. managed by Editorial team (not clickable) Read more link: links through to TCO / Highlife article dependent upon copy. 50/50 copy source split (clickable)
Destination template with DP - components
Image size: 340 x 340 pixels (clickable) Icon size: 100 x120 pixels (not clickable) Title: 20 characters inc spaces (not clickable) Product description 1 & 2: can be selected from multiple options (Flight / Flight and hotel / Flight + 3 nights etc) (not clickable) Book button 1 & 2: required to enter landing page URL (button attributes i.e. name / colour may be variable) (clickable) Price 1 & 2: pulls through from lowest price by month / can use fixed price (clickable?) Supplementary text 1 & 2: 6 characters (not clickable) Editorial copy: 175 characters inc spaces. managed by Editorial team (not clickable) Read more link: links through to TCO / Highlife article dependent upon copy. 50/50 copy source split (clickable)
Offers template
Image size: 340 x 340 pixels Icon size: 100 x 120 pixels (not clickable) Title: 40 characters inc spaces (not clickable) Body copy: 150 characters inc spaces (not clickable) Button: Can be switched off if necessary (clickable) Button text: Can be chosen from selection of button options (book, read more, find out more, more sale fares) Button URL: To be supplied to link to landing page Campaign description: 20 characters inc spaces (not clickable) Destination / Product 1/2/3: 30 characters inc spaces (not clickable) Product description 1/2/3: 30 characters inc spaces (not clickable) Price 1/2/3: pulls through from lowest price by month / can use fixed price (clickable?) Supplementary text 1/2/3: 6 characters inc spaces. Can be selected from multiple options (not clickable)
Campaign template
Image size: 340 x 340 pixels (not clickable) Icon size: (not clickable) Title: 40 characters inc spaces Body copy: 150 characters inc spaces (not clickable) Destination/ product: 25 characters. Can be destination or product (not clickable) Product description: can be selected from multiple options (Flight / Flight and hotel / Flight + 3 nights etc) (not clickable) Price: LPBM link or manual price entry (clickable?) Supplementary text: can be selected from multiple options (return / one-way / per person / per person per night) (not clickable) Button: Can be switched off if necessary (clickable) Button text: Can be chosen from selection of button options (book, read more, find out more, more sale fares) Button URL: To be supplied to link to landing page
Editorial template
Image size: 340 x 600 pixels (not clickable) Title: 25 characters inc spaces (clickable?) Body copy: 150 characters inc spaces (not clickable) Button: Can be switched off if necessary (clickable) Button text: Can be chosen from selection of button options (book, read more, find out more, more sale fares)
Button URL: To be supplied to link to landing page T&Cs: 35 characters inc spaces
