MEDIA CHOICE: Mark Sweney, a Campaign reporter, picks British Airways' recent web-based activity on Yahoo!

"With this full web page peel, BA is the first advertiser to run an execution on the new-look Yahoo! website. The homepage is any website's prime real estate and this execution has been carefully managed to keep users interested while also catering for advertisers' needs.

"The page peel is eye-catching and lures the user into exploring further on their own terms, rather than having unsolicited advertising thrust in front of them.

"The willingness of Yahoo! to open up its property to new formats is a good sign for a rejuvenation of online advertising through wider creative thinking. And the work of the agency in getting BA to push the boat out with new creative executions is to be applauded in getting companies to see the internet as more than banners and buttons."

Client: BA

Medium: internet

Media planning: David Shiell at i-traffic

Creative: i-traffic

Brief: The page peel was deployed to establish awareness of BA's new

short-haul proposition, in particular the promotion of its new low-cost

fares