BA and itraffic Give a Better Sleep

In an aggressive effort to attract international business travelers, itraffic, the interactive marketing and advertising subsidiary of AGENCY.COM Ltd., today announced the launch of British Airways` latest interactive campaign supporting the Club World flat bed and a better sleep in business class. This effort targets frequent international business travelers to increase awareness and consideration of British Airways` flat bed product and brand awareness amongst potential and existing passengers.

The online campaign—including full-page Unicast, half-page and box advertisements—will run from September 22 through the end of the year in conjunction with print and television ads developed by British Airways` offline agency. Visitors to premiere online business and financial news outlets will be able to view, in a “cinematic” presentation, the core benefits of British Airways` business class: enhanced privacy, attentive service, and most notably the world`s first flat bed in business class that reclines a full 180 degrees to ensure a proper night`s sleep.

In order to create a powerful integrated campaign online and offline, itraffic worked closely with British Airways` offline agency to develop a creative approach with a consistent look and feel. In addition, itraffic will work closely with British Airways to determine their return on investment by measuring the lift in key brand metrics.

“In addition to traditional outlets, online advertising has become vital to reaching our target audience. An integrated advertising approach has allowed us to create a consistent message and brand awareness for our industry-leading Club World business class throughout all media avenues,” said Amy O`Kane, Manager of Marketing Services for British Airways North America. “This innovative campaign developed by itraffic enables us to successfully communicate our key brand and product benefits to our international business traveler target, who we know are online.”

To maximize advertising efficiency, itraffic has developed an innovative methodology combining consumer memory recall research with strategic online media purchasing.


“British Airways` Club World business class has created a name brand based on a quality product, top-tier service and consistent integrated messaging,” said Matt Cronin, Account Director, itraffic. “Our online advertising work for British Airways represents a culmination of strong integrated branding creative with an interactive element that really deepens the communication while engaging the viewer.”

itraffic has been working with British Airways in New York and London since 1999. Recent online efforts include the award-winning “Fly Flat, Fly Free” promotion and British Airways` Wimbledon sponsorship.

About British Airways

- British Airways is a leader in international air travel, offering fully flat beds in both their First and Club World business class cabins. British Airways connects 23 North American cities to the UK and beyond, and British Airways` worldwide route network covers some 263 destinations in 97 countries (including franchises, subsidiaries and oneworld partners). The group employs 51,000 people in and around 100 countries worldwide. Its main operating base is London`s Heathrow Airport. Unlike many other airlines, British Airways is owned entirely by private investors, with more than a quarter of a million shareholders. Its Chairman is Lord Marshall of Knightsbridge, with Rod Eddington serving as Chief Executive. Visit British Airways online at

About itraffic, an AGENCY.COM Company
- itraffic is a premiere interactive marketing and advertising agency. Since 1995, the Company has helped Fortune 1000 companies enhance their brands, generate revenue and acquire, retain and manage customer relationships through customized interactive marketing solutions. itraffic`s has helped many market-leading brands—including British Airways, Cable & Wireless, FOX Filmed Entertainment, Heineken UK, and Wells Fargo—not only acquire and retain customers, but also increase their lifetime value. The interactive advertising subsidiary of AGENCY.COM, itraffic is headquartered in New York and has offices in Chicago, Dallas, London and San Francisco. For more information, please visit