BA is claiming the technology for the ‘Magic of Flying’ campaign is an “advertising first”.

The advert, developed by the airline’s global creative technology Ogilvy 12th Floor, aims to remind people how magical flying could be.

The ad can be found on digital billboards in Chiswick and Piccadilly and have interaction with aircraft within the sky because of custom built surveillance technology. The system tracks the aircraft and interrupts the digital display just because it passes over the positioning, revealing a twin of a toddler pointing on the plane, accompanied by its flight number and destination it’s returning from.

For example the screen may read: ‘It’s the BA0234 from Los Angeles’. This will likely then be followed by a message relevant to that flight, akin to ‘Fly the brand new A380 to La. ba.com/lookup’ or information at the lowest available fare or the temperature on the destination.

The destinations may also be updated immediately looking on changing focus routes for the airline. The ad placement and execution is being managed by Clear Channel UK’s premium digital brand Storm.



British Airways head of selling Abigail Comber says: “This is a primary, not only for British Airways but for UK advertising. We are hoping it should create an actual ‘wow’ and other people shall be reminded how amazing flying is and the way accessible the sector may be.”

BA is currently reviewing its lead agency roster with a choice expected soon.

Parent company IAG has just raised its profit target by 12.5 per cent for 2015 according to strong projections for BA.