British Airways launches an advertising first as part of its Magic of Flying campaign
Emily is editorial assistant for CorpComms Magazine
In an advertising first British Airways has unveiled new interactive digital billboards as part of its latest Magic of Flying campaign.
Using custom built technology the airline, with help from Ogilvy 12th Floor and Storm, has created adverts that interact with the aircraft flying overhead.
The billboards, which are located in Chiswick and Piccadilly, track British Airways' aircraft and interrupt the digital display when they fly over to reveal an image of a child pointing at the plane overhead accompanied by its flight number and its route.
The billboard on the opposite side displays information about where the flight has departed from or its ultimate destination as well as providing the viewer with the BA website and the campaign's hash tag #lookup.
Abigail Comber, head of marketing at British Airways, said: 'This is a first, not just for British Airways but for UK advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them.
'We hope it will create a real 'wow' and people will be reminded how amazing flying is and how accessible the world can be.'