British Airways launches ad campaign

British Airways launches a £3m advertising campaign this week, focusing on its Club World flat beds. The campaign aims to boost business traffic. The television ad, which breaks on Friday, carries the strapline ‘The only truly flat bed to 44 destinations’ and features a man going to sleep in Times Square, New York, and waking in Piccadilly Circus, London. The campaign, created by M&C Saatchi, includes press, outdoor and online activity. Zenith Optimedia is handling media planning and buying, and Tullo Marshal Warren has developed supporting direct mail work. The press and outdoor advertising will also promote a BA offer of two free Club Europe tickets for every full Club World fare booked, using the strapline ‘Two free tickets if you sleep with us’.

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