Burberry’s Weather project is underway with digital executions including a tie-up with the Weather Channel as the premium brand aims to promote its range ahead of next month’s London Fashion Week.

The brand’s latest activity, launched to coincide with the Olympic Games and running until August 17, highlights the unpredictable nature of London’s weather and also aims to ‘tell the story of London’s weather’ through real time updates of specific attractions around the city, such as Big Ben.

These weather results are then live fed into digital display boards in major cities across the globe. Burberry has also struck a strategic partnership with the Weather Channel which will see the brand take all advertising inventory on the broadcaster’s iPad apps across the globe.

Users of the Weather Channel iPad app are shown display ads featuring images of London dependent upon their location or the location they are searching for within the app.

European users of the Weather Channel apps will also show different items from Burberry’s product range dependent on the weather conditions. For instance, sunglasses will be displayed in sunnier conditions and items like trench coats when rain is predicted.

Users who click on the ads are then taken to an in-app ad unit with more details on the selected products which can eventually divert users to the brand’s ecommerce site.

The outdoor and Weather Channel activity is also accompanied by weather-themed images being posted across the fashion brand’s social media properties including its Facebook, Instagram and Pinterest pages.

Last year Burberry accredited switching the majority of its marketing spend to digital as a key factor behind its 29% revenue increase in the first half of 2011 with the fashion brand reported to spend up to 60% of its budget on digital (nma.co.uk 15 Nov 2011).