BA confirmed it had requested proposals from agencies.
The airline invests more than £5m in digital marketing each year and plans to expand its new media activity over the next two years.
Itraffic was appointed BA's digital marketing agency in 1999 and the relationship survived the post-9/11 travel industry crisis.
However, itraffic's UK managing director, Jon Sharpe; sales and marketing director Ethan Segal; and client services director Matt Gorzkowski, left the company earlier this month to set up their own digital agency, prompting BA to hunt for new digital partner.
BA is in the middle of a PR crisis. In the past week it has cancelled dozens of flights, leaving thousands of passengers stranded at airports. The prospect of strike action will cost the troubled airline millions of pounds.
The company pulled its TV and radio advertising on Monday so as not to antagonise customers.
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