British Airways Tells Passengers to Relax

NEW YORK British Airways advises passengers, “Don’t sit up all night before an important meeting,” in one of several online ads breaking Thursday. The 336 x 280 ad unit then pans out to reveal a flat-bed seat in business class.

The online campaign, developed by Agency.com subsidiary i-Traffic, aims to increase flyers’ awareness of the sleeper seat. Targeting frequent international business travelers, the effort will run through 2003 on online business and financial news outlets.

EyeBlasters, expandable units and banners, among other ads, feature a 3-D animation of the seat’s reclining range. Others tell users to “Catch some zzzzzzzz’s” and show how one can work, relax and sleep in the seat.

The interactive push supports offline print and television ads from M&C Saatchi in London and New York. I-Traffic in New York has worked with British Airways for more than three years on a number of online programs, including the “Fly Flat, Fly Free” promotion [IQ Daily Briefing, Jan. 14, 2002] and the carrier’s sponsorship of Wimbledon [IQ Daily Briefing, June 13, 2002].