Build-A-Bear South Africa conduct world’s first ever Heart ceremony at 36,000ft

This May LIFT partnered with Build-A-Bear South Africa to deliver a first-of-its-kind onboard experience across two selected flights between Cape Town and Johannesburg.

Every passenger on-board these flights received a Build-A-Bear teddy bear once they boarded, culminating in the world’s first ever Build-A-Bear “heart ceremony” performed at 36,000ft.

For this exciting activation, teddies were pre-made and gifted to each passenger by the cabin crew inflight, turning an ordinary journey into a memorable shared moment for LIFT passengers. Instead of inserting the heart immediately, as traditionally happens when purchasing a bear in-store, passengers were guided through the iconic Build-A-Bear heart ceremony by the team at 36,000ft. Travellers were invited to hold their hearts, make a wish, and take part in the symbolic moment together before keeping the hearts safe until they can complete the experience in-store at a later stage.

“This was definitely a special and nostalgic activation for us! As we’d hoped, the result was an emotional and shareable experience that not only sparked genuine engagement among our passengers, but also reinforced LIFT’s reputation for creating playful, unexpected and elevated experiences that stay with passengers long after they land,” explains Haydn Halim-Henning, LIFT Brand Manager.

“To take our iconic heart ceremony beyond the walls of our workshops and perform it together at 36,000ft was incredibly special and something truly never done before. Watching passengers of all ages engage in the experience reminded us that the magic of Build-A-Bear is not just about the bear itself, but about the meaning, wishes and memories attached to every heart. We are proud to have partnered with LIFT on such an innovative and uniquely South African experience that brought joy, nostalgia and human connection to the skies,” explains Alaine Rossouw, Build-A-Bear General Manager.

-ENDS-

Proofreading by Briefly.co.za Team, copy editor at Briefly.co.za.

Source: Briefly News