BA uses new tech for outdoor campaign

British Airways (BA) has created an outdoor campaign using new technology to interact with aircraft flying overhead.


BA is claiming the technology for the ‘Magic of Flying’ campaign is an “advertising first”.

The advert, developed by the airline’s global creative technology Ogilvy 12th Floor, aims to remind people how magical flying can be.

The ads are located on digital billboards in Chiswick and Piccadilly and interact with aircraft in the sky thanks to custom built surveillance technology. The system tracks the aircraft and interrupts the digital display just as it passes over the site, revealing the image of a child pointing at the plane, accompanied by its flight number and destination it’s arriving from.

For example the screen may read: ‘It’s the BA0234 from Los Angeles’. This will then be followed by a message relevant to that flight, such as ‘Fly the new A380 to Los Angeles.’ or information on the lowest available fare or the temperature at the destination.

The destinations can also be updated immediately depending on changing focus routes for the airline. The ad placement and execution is being managed by Clear Channel UK’s premium digital brand Storm.

British Airways head of marketing Abigail Comber says: “This is a first, not just for British Airways but for UK advertising. We hope it will create a real ‘wow’ and people will be reminded how amazing flying is and how accessible the world can be.”

BA is currently reviewing its lead agency roster with a decision expected soon.

Parent company IAG has just raised its profit target by 12.5 per cent for 2015 based on strong projections for BA.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here