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British Airways Encourages In-Flight Sleeping

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NEW YORK British Airways has launched an interactive campaign to introduce its Club World Sleeper Service, which is meant to help passengers fall asleep faster and stay that way longer on transatlantic flights.

The interactive push, developed by itraffic in New York, emphasizes the airline's pre-board and in-flight dining options, bedding upgrades and other enhancements that tout "Non-stop sleep to London."

One ad, for instance, shows a sleeping passenger and states, "Once again, we've caught our competition wide awake." When users roll their mouse over the ad, they can find out more information about the various amenities.

A mix of half-page box and super banner ads targeting frequent business travelers will run for six weeks on The Wall Street Journal Online, Economist.com, Forbes.com and NYTimes.com, among other properties. The ads complement a print and out-of-home campaign from M&C Saatchi in New York and London.

Itraffic, a subsidiary of Omnicom Group-owned Agency.com, has worked with British Airways since 1995 on a number of online programs, including the "Fly Flat, Fly Free" promotion that stressed the airline's flat-bed seats.

The client spent $27 million in U.S. measured media last year, according to TNS Media Intelligence/CMR.