Client: BMI British Midland International
Brand/Topic: BMI fLights to London, Edinburgh, Leeds and Nothingham
Date: September 2007
Region: Belgium

Our mission
Familiarise people with BMI’s British destinations from Brussels airport.

Target audience
Leisure City Trippers

Our concept
Draw your own BMI-based flight route on a map, then try coming closest to the real-life flight duration. In order to win a city break participants had to draw with their mouse the best flight route to one of the bmi-served destinations in Great-Britain within a set travelling time. A little airplane would then follow the drawing while the travel time ticked away. The player with a virtual flight duration closest to the real duration became the winner. To stimulate virality, people could invite others to play in multiplayer mode. This highly adictive game made sure visitors were exposed long enough to the brand trying over and over to draw that perfect flight.

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