Created by itraffic, the interactive advertisement will run across the Sky network until the end of March.
Digital viewers of the Times Square Club World ad who press the red button will have the opportunity to get a more in-depth look at the additional benefits and services associated with flying Club World.
The Dedicated Advertiser Location allows for multi-page content as well as a quarter screen video. In addition viewers can register to receive more information on the airline's triple miles promotion via email.
Jayne O'Brien, BA head of UK and Ireland marketing, said: "This interactive campaign goes one step further to give our Times Square advertisement greater dimension. It allows people to gain an insight and understanding of the whole Club World experience and interact with the product on a deeper level."
Jon Sharpe, managing director at itraffic, said: "As a first for British Airways and Club World it is great to be a part of their growing commitment to the interactive medium."
Itraffic is responsible for the production of the entire unit from design and layout of the screens through to video production.
Above-the-line advertising is through M&C Saatchi with media planning through ZenithOptimedia.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
