As BA's new Europe to US flights subsidiary OpenSkies prepares for takeoff, an online marketing effort for the new airline has been launched. The campaign, developed with digital agency Web Liquid, targets the business travel and premium leisure markets, using social media alongside standard search and display formats.
To promote the airline's first route connecting New York with Paris, display ads will run on New York-based sites such as The New York Times, The Wall Street Journal and Bloomberg.com, while search keywords will include terms such as 'business travel to Paris' and 'premium flights to New York.' In addition, ads will target consumers interested in fashion and food, with creatives placed on Vogue and French news site LeParisien.
In addition to the advertising campaign, Web Liquid have helped BA with the OpenSkies web site, www.flyopenskies.com. Among other things, this allows users to observe and comment on the progress of the airline, plus a time-lapse video of the painting of the first OpenSkies plane, which has received over 15,000 views on YouTube. |
