The carrier has spent the past few years investing heavily in online services, having rolled out online check-in, seat reservation and boarding pass print-outs across its routes.
A heavyweight campaign has been devised by M&C Saatchi. The ads, which will run across TV, press and outdoor, introduce the strapline "Have you clicked yet?"
According to BA's head of marketing, Jayne O'Brien, the work is intended to show that the airline offers a more complete online service than its competitors.
"Awareness of and what it has to offer could be a lot higher, so this activity will establish it as the place to go for all your travel needs," she said.
The initial campaign will run ahead of the peak summer flights period, although BA plans to support ba.com throughout the year by assigning it a significant portion of its £30m adspend.
BA's focus on technology and improved customer functionality coincides with plans to increase its mobile offering. In the past few months it has been experimenting with SMS alerts and mobile marketing, and has considered the introduction of m-ticketing.
O'Brien said mobile would be a key part of BA's future and that it was aiming to use its mobile shortcode -- 80747 -- in ads later this year to boost its data-capture capability.
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