CAMPAIGN-I: Lunn Poly launches holiday banner ads updated in real time

Lunn Poly, the travel operator, is launching an online advertising campaign that uses banners to provide real-time updated holiday offers to web users.

Lunn Poly, the travel operator, is launching an online advertising campaign that uses banners to provide real-time updated holiday offers to web users.

The banner ad campaign, which was created by the online advertising company Tangozebra and WCRS, will be updated continuously by the advertiser to flag its latest online holiday deal.

The flight price, date, departure airport and destination will be highlighted on the banners, which will be directly linked to the relevant page on the Lunn Poly website, lunnpoly.com.

The banners will appear on Ask Jeeves, BT, Excite, Freeserve, Beeb.com and Lycos, and will be updated via the internet, according to what flight and holiday deals are available throughout the day.

Tangozebra said it is in talks with a number of other clients, which include Ford and British Airways, about creating similar real-time banner ads.

Matt Gee, the executive producer at WCRS, said: 'This banner is a good example of our approach; we aim to use technology as part of the creative solution, not as an end in itself.'

Martin Pavey, the head of advertising at Tangozebra, said: 'The Lunn Poly ad shows how Tangozebra's patented technology provides advertisers with the ability to deliver live information instantly into the standard banner space. Holiday deals are just the beginning - live sports results, stocks and shares information, all kinds of ticket availability are just some of the possibilities.'

Modem Media launched an online ad campaign for FT.com using real-time updates last year, and another travel brand - Thomas Cook - has also used the technique for its online marketing.



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