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BA claims advertising first with new interactive billboards
British Airways is claiming to have broken new ground in digital advertising with its latest ‘magic of flying’ campaign.
The adverts on digital billboards in central and west London will use surveillance technology to interact with aircraft flying overhead.
The system tracks the aircraft and interrupts the billboard display just as it passes over the site, revealing the image of a child pointing at the aircraft overhead and accompanied by its flight number and departure destination.
For example, the screen may read: "It’s the BA0234 from Los Angeles," which will be followed by a message relevant to that flight, such as "Fly the new A380 to LA".
Other flights will feature information such as the lowest fare available or the temperature in the destination.
BA head of UK and Ireland sales Richard Tams said: "Sometimes we forget how magical flying can be. The first time anyone gets on a plane is an unforgettable experience and we want to remind our customers of that feeling.
"We’ve all had conversations with friends and family wondering where the planes are going and dream of an amazing holiday or warm destination and this clever technology taps in to that and reminds people how accessible the world can be."
The advert, developed by the airline’s global creative technology agency Ogilvy 12th Floor, is appearing on digital billboards in Chiswick in west London and in London’s Piccadilly
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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