London - 16th June 2004 - itraffic and Yahoo! UK & Ireland have worked together to develop a dynamic interactive advertising opportunity that supports British Airways' recently launched Gatwick campaign.
British Airways will be leveraging the 15 million unique users on the Yahoo! UK & Ireland network. The opportunity provides a highly impactful, clutter-free environment to build high reach in a short period of time and increase brand awareness.
When users arrive at the Yahoo! UK's frontpage on June 15, an overlay zip appears. When the user clicks, page content unzips, drawing the viewers eye to the promotional message revealed beneath the content. A super brand panel then slides across the page and remains as a leave-behind for further consumer interaction and click-through to ba.com, as the zip creative disappears.
The lower prices campaign aims to help British Airways regain a share of voice in the marketplace, following the increased number of low cost, 'no-frills' carriers flying from Gatwick. In addition, the campaign addresses consumers' misconception that British Airways predominantly flies from Heathrow.
Joseph Sikorsky, Digital Marketing Manager for British Airways commented: "Integrating fully with the above-the-line campaign, the online executions take the press advertisements and bring them to life. By transforming the ATL into animated, emotive executions, we are harnessing the unique properties of the online medium."
This is the second phase of British Airways' interactive campaign promoting the lower fares from Gatwick to Europe. Phase one, running until mid-June, includes two online executions, 'Pool' and 'Magnifying Glass'. Other components of the second phase include skyscrapers and additional rich media executions.
In addition itraffic has produced a creative execution to run on Transvision plasma screens in both London's Victoria and Charing Cross mainline stations, bringing interactivity to a traditionally static advertising space.
Ilana Abrahams-Nolte, Media Director at itraffic said: "We are excited about developing yet another unique creative media opportunity along side Yahoo! We anticipate that this execution will be as successful, if not more so, than the first ever 'Page Peel' British Airways and itraffic implemented with Yahoo! two years ago."
Yahoo! has been a media partner with British Airways for four years. itraffic is responsible for all interactive creative, media planning and buying.
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For further information, please contact:
82 Charing Cross Road
London WC2H 0QB
T: 020 7964 8218
About itraffic, an AGENCY.COM Company:
itraffic, a subsidiary of AGENCY.COM Ltd., is an interactive marketing and advertising agency. We combine Account Planning, Creative and Media Planning & Buying to provide our clients with bespoke interactive marketing solutions. We are traditional marketers with a passion for technology, working in conjunction with offline agencies to exploit the unique benefits of interactive media. A first to market in 1995, we utilise a vast range of interactive marketing vehicles including advertising, sponsorships, email marketing, viral marketing, affiliate marketing, games & microsites, wireless and search engine marketing in order to help some of the world's leading brands such as British Airways, Hilton International, Wanadoo, Visa and Discovery Networks get and keep customers. We are so ruthlessly accountable to our clients that for every £1 that British Airways spends with us, we deliver £49.14 in return. itraffic has offices in New York, Chicago, Dallas, London and San Francisco.
Visit itraffic online at www.itraffic.com
Published on: 12:00AM on 16th June 2004