I have quite mixed feelings about the new website launched yesterday by BA for the new Terminal5 – The campaign is called Today and apparently it’s all about ‘emotions‘
British Airways is asking some of the T5 travelers to pick from a list of ’emotions’ how they feel at that specific time in each of the Airport’s areas – Departure, Arrivals and Check-in. These feelings (shame users can only choose from 7 given ones) are then visually expressed within the microsite (through a live-feed) as a TAG cloud, with a very pleasant musical background which will change based on people’s mood.
The site is very well produced but I reckon there are many elements missing, especially related to engagement and user retention…
Why would I want to spend more than one minute on the site? And how do I know the chosen emotions have actually been picked by real travelers?
I like the idea of knowing how travelers are feeling at T5 as it demonstrates me the terminal is working efficiently (ultimate objective for BA) but let me see it!
I think the concept behind it it’s actually good but the website, if including the right elements, could have been potentially great!
Let me know what you think,