New York — September 17, 2007 — British Airways launches a multi-platform effort to target business travellers in their Club World ‘Expectations Guaranteed’ campaign, created by Agency.com and BBH.
This fall, one of the busiest times for business travel, British Airways is launching a promotion that guarantees to exceed your business class expectations and if you disagree, let them know why and British Airways will upgrade you to First the next time you fly business class.
The campaign includes a website, online sponsorships, mobile, social networking, behavioral targeting, re-targeting, RSS and search marketing, in addition to contextual ads and advertorials.
One of the key placements will be an ad running on the homepage of Marketwatch.com that will take over the page when interacted with and associate British Airways with the stocks that have exceeded expectations for the day. On Reuters.com, British Airways is the first travel brand to create a virtual brand channel, displaying relevant ads next to articles on companies that have exceeded expectations; and on Hoovers.com, British Airways messaging will be aligned with companies that have exceeded expectations.
Michael Winter, Media Director at Agency.com New York said, “The media plan for this campaign represents the unique power of online – how we are able to target and truly tie an advertisers essence, in this case how they exceed expectations, to the context and environment of the ads.”
He continued, “We completely avoided run of site ad placements and pushed the boundaries of the concepts to create something much more powerful – one of the advantages of having in-house media and creative teams that work hand-in-hand with the planning team to create a unique and super-targeted campaign”.
The corresponding print campaign was created by BBH and launched ahead of the digital activity. Agency.com worked with the overarching concept created by BBH and evolved it to address British Airways’ core business need in an online environment. The campaign runs through the end of December 2007.
Full details of the promotion are available at www.ba.com/guarantee.
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Marianne Stefanowicz
Assoc. PR & Marketing Director
Agency.com Worldwide
+1-212-804-1167
marianne@agency.com
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