I-Traffics Tries New Perspective in British Airways Effort

NEW YORK — Agency.com subsidiary i-traffic in New York has launched a new interactive campaign for British Airways that focuses on the airline’s flat-bed seat and a new business-class promotion.

The online effort, which started Monday, highlights the sideways perspective of the traveler using the airline’s flat-bed seat. A 468 x 60 banner, for instance, displays wine being poured into a glass horizontally. The ad calls for the consumer to “Enjoy a revolutionary view from business class … and two free tickets.” It then reveals a passenger lying on the flat-bed seat.

The campaign aims to drive awareness of British Airways’ new promotion, which rewards business travelers with two free economy-class tickets anywhere in the world when they join the British Airways Executive Club and fly in business class before April 15. The tagline: “Fly flat. Fly free.”

One of the elements of the campaign involves DHTML full-page ad units, debuting on NYTimes.com. When a user visits certain stories within the business and international sections of the online newspaper, the page appears sideways on the 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.