Brussels Airlines has found an original way to activate a universal gesture: looking at the sky and wondering where a plane is going. Together with TBWABelgium, the airline has launched “Catch-a-Flight”, a mobile game that allows users to win flights simply by detecting company planes flying over Belgium.

The action takes place between January 19 and 25 and is open to any user with a smartphone. Through a mobile site created specifically for the campaign, participants can follow in real time Brussels Airlines flights that pass within 30 kilometers of their location.

The operation is based on three steps. First, the user locates a flight on the radar in real time. Then, if the plane is within range, it captures it by pointing the mobile camera towards the sky. Finally, after “catching” the flight, complete a form to be eligible for one of the 50 tickets that are raffled. The more planes captured, the greater the chances of winning.

The recreational component of “Catch-a-Flight” responds to a brand strategy that involves developing active, participatory experiences based on curiosity. “With Catch-a-Flight we want to go beyond traditional destination campaigns and let Belgians discover for themselves where we fly”explains Michel Moriaux, Marketing Manager at Brussels Airlines. “It is a brand experience that starts from a moment recognizable to everyone: looking at the sky and letting your imagination fly.”

The initiative connects directly with the brand platform that Brussels Airlines presented in 2025, “Look: a small piece of Belgium in the air”. In this case, the sky becomes a playground and each plane that crosses it functions as a tangible promise of travel.

The campaign combines real-time data, geolocation and light augmented reality to generate a simple but highly memorable interaction. The experience is designed exclusively for mobile phones, reinforcing its spontaneous and everyday character so that any walk down the street can suddenly become the beginning of a trip.