Source: ATM:ad
A long-term holding has been booked by British Airways on selected parts of the ATM:ad network.
Exclusivity will be provided on cash machines featuring the ATM:ad system in airports, across the City of London and in corporate locations.
The long-term booking, which starts on May 1st, will enable British Airways to consistently target business travellers on a one-to-one basis via cash machines. The activity, which has been planned and bought by outdoor specialist Kinetic, ties-in with the airline's announcement of a £100 million investment in its long-haul business class services. The programme, which starts this summer will be heavily promoted using the ATM:ad medium. Additional campaigns will focus on driving customers to use the online check-in facility, particularly in preparation for the opening of the new Terminal 5 building.
British Airways has regularly used ATM:ad since it booked the first ever campaign to be run by a third-party on the newly launched medium in May 2004. "This is a fantastic endorsement for us," said Jack Vincent, Sales Director at ATM:ad. "British Airways has been a frequent advertiser on the ATM:ad network and this renewal of their long term holding with us further illustrates the unique benefits which ATM:ad delivers as part of a communication strategy, particularly delivering an exclusive direct one-to-one message with a hard to reach AB audience. British Airways also have a clear understanding of the response its campaigns receive from customers and the creative benefits that the ATM channel delivers."
Deborah Lee at Kinetic, said: "British Airways recognise the value delivered by the ATM:ad proposition and Kinetic, on BA's behalf are delighted to be involved in a deal of this nature. The medium offers British Airways an innovative opportunity to engage with a valuable audience whilst they are on the move."