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Dine Pre-Flight and Sleep All Night with BA and itraffic

Catching the competition wide-awake,
British Airways and itraffic, the interactive marketing and advertising
subsidiary of AGENCY.COM Ltd., today announced the launch of British
Airways’ latest interactive campaign supporting the airline’s new Club
World Sleeper Service. Building on British Airways’ flat bed product and
reputation for impeccable service in transatlantic travel, the airline’s
new Sleeper Service provides passengers at least one extra full-hour of
sleep on London-bound flights. The goal of the online campaign, which coincides with today’s Sleeper
Service product launch, is to generate awareness of “non-stop sleep to
London” among frequent international business travelers and brand
awareness amongst potential and existing British Airways passengers. An
extension of British Airways’ Club World campaign, the half-page, box and
super banner ad units use interactive vignettes to highlight new sleeper
service features including: pre-board and in-flight meal options, service
enhancements and bedding upgrades including larger pillows and more
luxurious duvets. The campaign will run for six weeks on Web sites such as
The Wall Street Journal Online,,, and The New
York Times Online.

“Our new Sleeper Service offers pre-flight dining in our Departures
Lounges and new onboard service centered around enabling passengers to go
to sleep faster and stay asleep longer in our award winning fully flat
beds. On select evening departures, this added sleep time ensures our
business class customers arrive at their destination more rested and
provides an incredible value to international travelers and the companies
that they work for,” said Amy O’Kane, Director of Marketing Services for
British Airways North America. “Again, itraffic has helped reach out to
our target to generate awareness of the Sleeper Service product and
position British Airways as the leader in sound, uninterrupted sleep on
transatlantic flights.”

itraffic worked closely with British Airways’ offline agency to maintain
consistent messages for the British Airways brand. An integrated effort,
the online Sleeper Service campaign will launch in conjunction with
traditional print and out-of-home advertising.

“British Airways is known for its distinctive service and in developing
this program. It was important to convey British Airways’ new Club World
Sleeper Service features in an equally distinctive way using interactivity
online, while integrating with their offline efforts,” said Stacey
Nachtaler, Regional President, itraffic. “By highlighting the new service
features using interactive vignettes, the creative elements capture
British Airways’ messages in a manner that viewers will find both engaging
and informative.”

The Club World Sleeper Service campaign comes on the heels of a recent
collaboration between the two companies to educate consumers on British
Airway’s value of leisure travel this summer. The campaign included
creative units that feature BA’s award winning family travel services,
on-board products and services, and discounted access to London hotels and
attractions. itraffic has been working with British Airways in New York
and London since 1995. Other recent online efforts include the
award-winning “Fly Flat, Fly Free” promotion and British Airways’
Wimbledon sponsorship.