British Airways launch new contextual campaign

Working for BA's agency, i-Traffic, Connextra has created two online ad solutions which link editorial about forthcoming events in European cities (derived from the whatsonwhen.com travel portal) with BA flight prices to each one, serving the relevant ads across more than ten major portals.

The first solution can spot a key destination mentioned in the editorial on the page and automatically alter the contents of the ad to match, showing a forthcoming event in the city and the price of a flight there.

The second solution works by analysing the theme of a page, eg a classical music review, and responds by automatically making the ad show one of the top classical music events in Europe with the price of a flight alongside.

The resulting ads are constantly changing, showing interesting new reasons to travel and positioning BA as the premier European carrier.