Getaway for a weekend, a week, two weeks, but get away to London, because Hello London, a unifying theme created for British Airways, was designed to generate traffic on BA from US (NY), Switzerland (Zurich) and India (Mumbai). The strategy was to bundle all the area events, festivals, concerts, performances, occurring in the spring and offer travelers on BA special passes, backstage passes, experiences they couldn’t get at these events. A website featured fashion, food and entertainment editors, on-the-street experts, who knew all the hottest places to go, the inside stories and could get a BA traveler into places where the common (wo)man couldn’t go. Travelers could plan their itineraries of what to see in their weekends.