British Airways' New Interactive Ad Campaign From i-traffic Turns Heads; Launches with First of Its Kind Ad Showing Perspective From Fully Flat Bed Seat.Business Editors & Travel Writers NEW YORK--(BUSINESS WIRE)--Jan. 14, 2002 i-traffic, a premier interactive marketing and advertising company and subsidiary of AGENCY.COM Ltd., today announced the launch of an interactive campaign for British Airways British Airways in full British Airways PLC International passenger airline based in London. In 1936 British Airways Ltd. was founded through the merger of three smaller airlines. that is literally turning the heads of thousands of international business travelers. The "Fly flat. Fly free." campaign, which launched today with a first of its kind ad, creatively highlights the sideways perspective as seen by travelers using British Airways' fully flat bed seat. The purpose of the campaign is to drive awareness of British Airways' new promotion, which rewards business travelers with two free tickets anywhere in the world when they join the British Airways Executive Club and fly in business class before April 15, 2002. "We wanted to create an advertising campaign that would get people talking and support British Airways' heritage of innovation, but more importantly one that would directly impact their bottom line," said Blair Shapiro, VP-Group Creative Director for i-traffic. "We feel that the resulting campaign accomplishes this and is unique in its use of content and creative integration." For the first time ever, visitors to the business and international sections of a leading online news outlet today will see a full Web page - actually a DHTML See Dynamic HTML. DHTML - Dynamic HTML ad unit - appear sideways on their screen along with a Flash animated creative message. After a few seconds, the ad will upright itself and fade into the story the user had selected to read, complemented by British Airways banner and skyscraper ads at the top and right of the page. The entire campaign is expected to run on an array of leading online media properties through April 2002, and includes an HTML HTML in full HyperText Markup Language Markup language derived from SGML that is used to prepare hypertext documents. Relatively easy for nonprogrammers to master, HTML is the language used for documents on the World Wide Web. email, a forward-to-a-friend viral component and even an audio/visual Internet "commercial" - all incorporating the sideways point of view concept. "Breakthrough is a challenge in any environment and in online it's important that we capture attention beyond the banner. This unique advertising not only achieves awareness goals for the Flat Bed, but it also serves to reinforce BA's history for innovation," said Kelly Reed, Director of Marketing Communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales for British Airways. "Our goal was to support a revolutionary flat bed product with an equally innovative marketing campaign." About British Airways British Airways is one of the world's longest established airlines and is regarded as an industry leader. The airline flies from 24 North American North American named after North America. North American blastomycosis see North American blastomycosis. North American cattle tick see boophilusannulatus. cities to the UK and beyond, and is the world's biggest international airline, carrying more passengers from one country to another than any of its competitors. Last year, more than 48 million people chose to fly on the 529,807 flights that it operated. British Airways' worldwide route network covers some 263 destinations in 97 countries (including franchises, subsidiaries and oneworld partners). The group employs more than 60,000 people in and around 100 countries worldwide. Its two main operating bases Main Operating Base (MOB) is a term used by the United States military defined as "an overseas, permanently manned, well protected base, used to support permanently deployed forces, and with robust sea and/or air access. are London's two major airports, Heathrow (the world's biggest international airport) and Gatwick. Unlike many other leading airlines, British Airways is owned entirely by private investors, with more than a quarter of a million shareholders. Its Chairman is Lord Marshall of Knightsbridge, with Rod Eddington Sir Roderick Ian Eddington (born 1950, Perth, Western Australia) is an Australian businessman. He is currently a director of News Corporation, continuing his long association with that company. serving as Chief Executive. Visit British Airways online at www.britishairways.com (1) (Computer Output Microfilm) Creating microfilm or microfiche from the computer. A COM machine receives print-image output from the computer either online or via tape or disk and creates a film image of each page. . About i-traffic, an AGENCY.COM company i-traffic is a premier interactive marketing and advertising agency that believes in holding themselves fearlessly accountable to making a measurable difference to every client's business. They specialize in helping clients enhance brands, generate revenue and acquire, retain and manage customer relationships through customized interactive marketing solutions. i-traffic works with clients such as Bookspan (A Bertelsmann AG/AOL Time Warner Partnership), British Airways, Cable & Wireless, FOX Filmed Entertainment, Heineken UK, Irish Tourist Board, Lucky Magazine, MemberWorks, Staples, The Sporting News and Wells Fargo Wells Fargo armored carriers of bullion. [Am. Hist.: Brewer Dictionary, 1147] See : Protectiveness Wells Fargo company that handled express service to western states; often robbed. [Am. Hist. . The company has offices in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. , Chicago, San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden and London. i-traffic was recently ranked #2 in MEDIA Magazine's Top Interactive Agencies of 2001. For more information about this ranking, please visit www.mediapost.com/agencygrid.cfm. Visit i-traffic online at www.i-traffic.com. |
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