Our work | Emirates | Keepdiscovering.com

After 22 years, British Airways' Concorde at the Heathrow roundabout was to be replaced by Emirates with a scale model of their new A380 and posters. We needed the travelling public to notice and to actively participating in the change-over.

By creating the keepdiscovering.com competition site, it enabled users to upload, share and display their best travel photos from around the globe, furthermore we used the Heathrow roundabout billboard to promote the competition site.

All images that met competition criteria were then displayed in a gallery on the website. A panel of professional photographers selected 48 of the most outstanding photographs from the gallery, which would then take centre stage on the Heathrow roundabout billboard site. Each of the 48 images stood at 5 metres x 2 metres to create strong visual impact.

To further entice the competitors, the entrants who took the best 3 pictures would win free flights on Emirates.

Over 2,000 global entrants uploaded their travel photographs. 100,000 people visited the site, and on completion of the competition there were numerous requests to keep the competition open even after the posters had come down.

The campaign successfully caught the attention of the travelling public at one world's busiest airport approaches.