The innovative ad campaign appears on sites including , and , featuring the slogan used across other advertising media: "The only truly flat bed in business class."
The ads uses banners, skycrapers and overlays. An animated character first appears cramped in a skyscraper ad box. He then comes out of the box and walks across the page before climbing into a banner and going to sleep laying flat out.
It was created by Itraffic and is aimed at business travellers and any other consumers who do or could pay full fare for their tickets. The idea is to justify the premium by stressing British Airways' superiority.
It follows on from a Club World promotion run by British Airways in February and March this year, including a promotion which saw people buying a full fare Club World receiving two Club Europe tickets for free.
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