Agency.com has developed a ‘through-the-line’ digital campaign for British Airways. The campaign aims to drive awareness of British Airways’ e-services and endeavours to change the way people travel using the proposition: ‘Have you clicked yet?’

The through-the-line campaign is part of an initiative from British Airways, who are using innovative formats to promote their e-services. Rather than focusing solely on a standard and rich media online ad campaign, Agency.com has pushed the digital boundaries by developing a cross platform campaign that includes the development of outdoor digital concepts and creative for a series of ATM ads and Transvision screens. Digital ads running on the new escalator panels at Tottenham Court Road tube station went live on the 4th May.

Agency.com’s digital campaigns use video footage, rich media and photographic imagery, which highlight all the positive attributes of using ba.com, including printing your own boarding pass, using self-service kiosks at the airport and choosing your seat and meal on the plane prior to your journey.

The online campaign includes gutter ads, interactive overlays, standard banners and contextual ads, adopting the same look and feel as the outdoor digital campaign and integrating with the above-the-line TV and Press advertising created by M & C Saatchi.

The ‘Have you clicked yet?’ campaign targets a wide audience and includes ads aimed at both ‘early adopters’ and ‘early majority’ segments within the business and leisure travel markets.

Agency.com is responsible for all the creative, media planning and buying for the digital online campaigns and digital outdoor creative, whilst Zenith Optimedia is accountable for the media planning of the digital outdoor campaign.

Jayne O'Brien, General Manager UK and Ireland Marketing for British Airways, said: "BA is leading the way in innovating technology to simplify the customer's journey through the airport.

"The role of this campaign is to give a strong message to customers about what is now available online, beyond booking tickets."

Anna Odero, Client Services Director at Agency.com commented: “As more and more e-services come into play on ba.com, travel is definitely becoming increasingly easier. The aim of the advertising is to demonstrate how British Airways and ba.com can revolutionise the way you travel.”

Published on: 12:00AM on 24th May 2005