itraffic, the interactive marketing and advertising subsidiary of AGENCY.COM Ltd., yesterday announced the launch of British Airways' newest interactive campaign supporting their "Truly flat beds in
business class." This effort targets frequent international business travelers to increase British Airways' brand awareness and the association of the premium airline with the first truly flat bed
seat in business class. The campaign will run from now through 2003, and will appear in print and television ads as well as oversized online units and page takeovers. In order to ensure consistency
between online and offline ads, itraffic worked closely with British Airways' offline agency to develop a creative approach that had a similar look and feel. In addition, itraffic will work closely
with British Airways to help determine their return on investment by measuring the lift in key brand metrics. itraffic has worked with British Airways for over 3 years on a number of online efforts
recently including the award-winning "Fly Flat, Fly Free" promotion and British Airways' Wimbledon sponsorship.