Social Media - copywrting
Black Diamond negotiated a strategic partnership with Visit California and British Airways to create a multi layered integrated campaign encompassing film, media planning and buying, social media strategy and content creation for BA’s California information hub. The short film which was shot in both the UK and California featured actress Anna Friel, and followed her on a road trip adventure of self-discovery, all against the Iconic backdrop of Southern California.
I wrote the social media copy for the organic and paid posts which supported this campaign. This task had an extra layer in the thought process as it was briefed to be written in Visit California's tone of voice but also needed to represent British Airways, whilst coming from Anna Friel's point of view. We used Facebook canvas units to tell the story of each destination visited. This gave us the opportunity to showcase the various activities in each location while summing up the experience and location in the main copy.
https://www.britishairways.com/en-gb/destinations/los-angeles/travel-guide/my-california-anna-friel
