British Airways promotion unzips before users' eyes

LONDON - A new promotion for British Airways' Gatwick flights will unzip before Yahoo! users this week for maximum impact amid the clutter of online advertising.

British Airways promotion unzips before users' eyes

The campaign has been developed by Itraffic and Yahoo!, and is the second interactive advertising phase of BA's Gatwick push.

The campaign will feature an overlay zip. When the user clicks on it, page content unzips drawing the viewer's eye to the promotional message. A super brand panel then slides across the page, where the user can click through to as the zip disappears.

Joseph Sikorsky, digital marketing manager for BA, said: "Integrating fully with the above-the-line campaign, the online executions take the press ads and bring them to life. By transforming the above-the-line creative into animated, emotive executions, we are harnessing the unique properties of the online medium."

The campaign breaks on Tuesday, on the Yahoo! UK & Ireland homepage.

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