Metrotwin - A tale of two cities

British Airways has launched a social media platform called Metrotwin.com linking the world's two most dynamic hubs; London and New York. British Airways is the first airline to launch a 'community' website of this kind. Metrotwin is an online community that provides expert recommendations of the best places in both cities and extends the idea of 'town twinning' to the level of restaurants bars, shops, neighbourhoods and other places.

Chris Davies, British Airways Digital Marketing Manager, said: "British Airways is a company which connects people and social media is about connecting people. We fly more people between London and New York than anyone else. Creating a community website about the best of what's on offer in the two cities we know best is a credible and useful tool."

Metrotwin's online community helps people navigate the vast number of web pages about these two cities and find the best content quickly. The website will enable users to review, rate, save, create profiles, suggest 'twins', follow other members recommendations and make their own maps and lists.

Metrotwin gets to know your preferences and provides Amazon-style personalised recommendations. In addition, the "Metrotwin Index" gives every place a score out of 100, which changes dynamically, based upon user behaviour. As the site grows new features will be considered based upon feedback from the Metrotwin online community. In the coming months this will extend to mobile phone applications.

The project is a collaboration between three agencies engaged by British Airways. Advertising agency BBH led the commercial proposition and strategic vision, Made By Many were brought in to create the design of the service & content partner network, and Agency.com as a partner focused on development and delivery.

Mel Exon, Global Business Director on British Airways at BBH, said "As great world cities go, the dynamism, cosmopolitan diversity and sheer size of London and New York uniquely qualify them as drivers of global culture across media, finance, fashion, the arts & entertainment. Metrotwin is a useful, real-time & "twinned" view of the best that both cities have to offer, all in one place."