BA promotes its new sleeper service with digital ad by itraffic

Itraffic has created a digital campaign to promote British Airways' new Club World sleeper service.

The online ad follows BA's enhancement of the service on selected flights from the US and the Middle East to London Heathrow.

Customer feedback revealed most passengers traveling on these flights wanted to sleep during the journey. The creative depicts the word "JFKzzzzzzzzzLHR", communicating how passengers can sleep through from JFK to London Heathrow.

Additional interactive features allow the viewer to learn more about BA destinations and connect with various elements of the sleeper service.

The ad will run across a variety of business and sports sites including, with which BA has secured a partnership for 2004.

The online ad is part of the "more beds, more places, more often" campaign, which will continue to run alongside the sleeper service campaign.

Media planning and buying for the campaign was also handled by itraffic.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).