BA woos sporty flyers

British Airways has adopted a new outdoor concept for a major advertising campaign aimed at travellers who are sports enthusiasts.

The campaign, created by M&C Saatchi Sydney, will use outdoor advertising at Thredbo this skiing season, and at Sydney's Moore Park driving range.

The promotion for the airline's new World Traveller Plus class - a premier economy cabin between economy and business class - will run from July 1. The campaign will last for three weeks.

The ads were created by Mr Andrew North; the creative director was Mr Tom McFarlane.

The ski-field campaign presents consecutive poles on chairlifts building a message about the greater space and comfort in the new class.

BA is sponsoring a road report on the local ski radio station as well as running a normal radio ad campaign.

A supersite address will also be featured during the season at Thredbo and there are online banners on ski.com.au.


The driving range campaign is a media first and features golf-related headlines.

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