British Airways Targets Business Travelers

NEW YORK British Airways showcases the core benefits of business class, most notably its flat-bed seat, in a new round of online ads breaking this week.

The interactive campaign, developed by i-Traffic in New York, aims to increase awareness of the sleeper seat among frequent international business travelers. Ads will run through the end of the year on business and financial news online properties, including, CBS Marketwatch, and

The effort advises consumers to “Sleep better in business class,” and highlights the key attributes of the airline’s business class, including enhanced privacy, attentive service and passenger seats that recline 180 degrees.

One full-page Unicast ad, for instance, shows a man in blissful slumber as classical music plays. Copy states, “A business experience unlike any other. That is if you can keep your eyes open.” Another ad, a super banner, reads, “Upgrade from a power nap to a good night’s sleep.”

I-Traffic, a subsidiary of Omnicom Group-owned, has worked with British Airways since 1999 on a number of online programs, including the “Fly Flat, Fly Free” promotion and the carrier’s 2002 Wimbledon sponsorship. The latest, which broke in February, showed how one can work, relax and sleep in the flat-bed seat and suggested, “Don’t sit up all night before an important meeting” or “Catch some zzzzzzzz’s” [IQ Daily Briefing, Feb. 13].

The interactive push supports offline print and television ads from M&C Saatchi in London and New York.

“In addition to traditional outlets, online advertising has become vital to reaching our target audience,” said Amy O’Kane, manager of marketing services for British Airways North America.

The client spent $24 million in U.S. measured media last year and $13 million in the first six months of this year, according to Nielsen Monitor-Plus.