U.K. Airline Speaks British in N.Y.

CHICAGO British Airways this week launched its largest outdoor ad campaign in North America, using the “Go with those who know” banner to feature 60 different British slang words, colloquialisms and idioms.

The effort, via M&C Saatchi, New York, appears on billboards, phone kiosks, deli bags, bar coasters and outdoor cafe umbrellas throughout New York. The campaign is part of the carrier’s effort to convey the British experience to New Yorkers, be it during their subway commute or as they eat their breakfast bagel. A sandwich shop bag will explain that “peckish” means “hungry” in Londonese; a wallscape on a bar will interpret “shout” as “I’m buying.”

Optimedia International in New York handled the placements. Campaign spending is undisclosed.

Internet supports at Agency.com, New York, through Web addresses that mirror the British slang terms, such as www.ba.com/legit (run quickly). Consumers can send humorous e-mails using the British word of the day. The site also has the “Insider’s Guide to London,” which offers local recommendations about the city’s music scene, nightclubs, restaurants and shopping, along with a booking engine.