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British Airways is getting into the Olympic spirit early. The airline is rolling out an ad campaign today that promotes its sponsorship of the London 2012 Olympics.
The $64 million sponsorship as the official airline of the 2012 Olympics will be heralded with an unusually long campaign, lasting more than a year. Even more unusual is the campaign’s composition: one part online advertising, one part print advertising, zero parts television advertising.
Those behind the campaign at BA say the decision not to use television ads was a strategic one.
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