BA Seeks to 'Exceed Expectations'

NEW YORK In an online campaign launching next week, British Airways seeks to lure business-class travelers by aligning ad messages with companies producing stellar financial results.

BA digital shop Agency.com has struck deals with news sites to sponsor special sections highlighting firms that “exceed expectations.” The creative uses charts and graphs to illustrate BA’s superior service compared to other airlines as part of its “Expectations guaranteed” campaign.

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