British Airways has launched a new multi-platform marketing campaign, including a new TV ad, to promote its World Sale which runs until September 21st.

The airline is launching a brand new tactical TV campaign, with a ten-second animated advert designed by BBH and based on creative by British illustrator James Joyce. 

The ad will be launched on Sky Ad Smart and Video on Demand on September 5th and on linear TV channels from September 16th.

The airline, in conjunction with Brand USA, is partnering with Yahoo as the first UK brand to use their new content marketing studio, Yahoo Storytellers. 

USA Uncovered will serve as a central hub for a range of exclusive, shareable content built on and powered by the Tumblr platform which features a combination of short-form and long-form content, including gifs and articles, making it easy to discover and share on any device.

Sara Dunham, British Airway’ head of marketing and direct, said: “We wanted to reach customers on a range of different platforms so we are really excited that we will be featuring across multi-media including traditional TV, Video on Demand and Ad Smart on Sky, radio, press and social channels at the same time.

“With USA Uncovered we wanted to create compelling content, which works across multiple platforms, and inspires travellers to take advantage of our fantastic offers and sample all that the USA has to offer.”