itraffic has created an online campaign to promote the new Club World Sleeper Service from British Airways, which launches today.

British Airways has enhanced the Club World service on selected overnight flights from North America and the Middle East to London Heathrow. This initiative comes as a response to customer feedback that revealed most passengers travelling on these flights, had chosen them specifically so that they could sleep during the journey.

The Sleeper Service includes an improved pre-flight supper experience for Club World passengers as well as a more tranquil cabin atmosphere and more comfortable bedding. These initiatives will encourage business class customers to maximise the amount of sleep they get and help them to arrive in London in the best possible shape.

itraffic has created rich, emotive executions that are highly engaging and integrate with current Club World ATL and online campaigns. Additional interactive features enable the consumer to learn more about British Airways’ destinations and connect with various elements of the Sleeper Service offering by rolling over and clicking on icons at the bottom of the superstitials.

In addition, the campaign incorporates two types of banners. The creative execution depicts the word ‘JFKzzzzzzzzLHR’, communicating how you can get from JFK to Heathrow and sleep straight through.

A standard banner execution will run alongside a pure interactive banner that does not do anything until the viewer rolls over it. The mouse cursor is trailed by ‘zzzzz’s to connect the user with the banner and draw them to it.

The two different banners have been created with the aim of testing the audience’s willingness to interact with the advertisement.

Sleeper Service will run across a variety of business orientated and sports sites including, with whom British Airways and itraffic have secured a partnership for the 2004 season, giving British Airways access to the right audience for the business travel market.

The long-term partnership with includes large creative placements on such as Message Plus Units (MPUs), superstitials and a fixed vertical ad. There will also be permanent branded links within the main navigation bar, voting polls and cross promotions on-air.

Abigail Comber, advertising manager at British Airways commented: “We are delighted with the creative which itraffic have devised and are confident it will appeal to our target business travel market.

“Club World has been the aviation world’s leading business class product for several years now but we are constantly looking at ways to make it even better.

“We have acted on customer feedback and created a cabin atmosphere and service which is designed to maximise customers’ opportunities to sleep and arrive in London in the best possible shape.”

The online campaign is an element of the ‘More beds, more places, more often’ campaign, which will continue to run alongside the Sleeper Service campaign.

Full service interactive agency, itraffic, is responsible for all creative, media planning, buying and optimisation.

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For further information, please contact:

Marianne Stefanowicz
Marketing Coordinator
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 a premier interactive marketing and advertising agency that believes in holding itself accountable to making a measurable difference to every client’s business. They specialise in helping clients enhance brands, generate revenue and acquire, retain and manage customer relationships through customised interactive marketing solutions. itraffic is one of the largest agencies in the world in terms of interactive media under its management. The agency consistently ranks as one of the top interactive agencies by leading industry publications such as NewMediaAge, MEDIA Magazine, AdWeek and Campaign. itraffic works with clients such as British Airways, Freeserve, Heineken, Cable & Wireless, Irish Tourist Board, Lucky Magazine, MemberWorks, The Sporting News, Wells Fargo and Bookspan (A Bertelsmann AG/AOL Time Warner Partnership). The company has offices in New York City, Chicago, Dallas, London and San Francisco. Visit itraffic online at

Published on: 12:00AM on 20th April 2004