British Airways

Often referred to as ‘Britain’s favourite airline’, British Airways launched a brochure to kickstart their new package holidays. D&S was asked to create a gift that would create impact and emphasise the playful nature of their new family holidays.

Inspired by the idea of family holidays, D&S proposed a fun and playful idea of a nappy with the new brochure tucked inside and ‘It’s arrived!’ embroidered onto the fabric.

A nappy was placed on each of the plane’s 300 seats to greet travellers as they boarded the aircraft, reportedly causing much amusement amongst passengers and crew.

The brochure was a huge success, driving sales year-on-year for BA’s package holidays. Today, 23 years later, the printed brochure is now online and remains a source of growth in the holiday package market.