A new campaign for British Airways launched today in the New York area with outdoor ads containing British words such as Chuff, Cheers, Kip, Queue, Readies and others, each of which contains a URL that link to a word-specific microsite allowing the visitor to test their knowledge of British slang. All this is to clue in Americans before they hop on a British Airways flight to England for a vacation.
The New York City-area outdoor campaign – the airline’s largest – ever in North America – features over 60 different words that will be strategically placed near the object or idea the word defines. All the ads are done in British Airways blue and topped by the line “Go With Those Who Know,” first introduced in a British Airways leisure TV campaign in September 2004. In addition to wallscapes, phone kiosks and deli bags, the outdoor and out-of-home work will be found on highway billboards, postcards, bar coasters, menu boards, window posters and outdoor café umbrellas, again with fitting British words that “match” the occasion or the setting. Even London-style taxis will be wrapped with the creative work focusing on the legendary chattiness and service of the London cabbie. Images from the campaign can be viewed here.
