The campaign has been created by itraffic, which worked on campaigns to promote BA's Club World service. It aims to raise awareness of BA's new Sleeper Service, which offers passengers the chance to dine before they board the plane, thus promising them the potential of an extra hour's sleep on flights from the US to London because they will not be woken for meals.
The online advertising campaign will appear on half-page, box and super banner units on sites such as The Wall Street Journal Online, The Economist and the New York Times Online.
Interactive vignettes will promote services such as pre-board and in-flight meal options, service enhancements and bedding upgrades, including larger pillows and more luxurious duvets.
Amy O'Kane, director of marketing services for BA North America, said: "Our new Sleeper Service offers pre-flight dining in our departures lounges and new onboard service centred around enabling passengers to go to sleep faster and stay asleep longer in our award-winning fully flat beds.
"Again, itraffic has helped reach out to our target to generate awareness of the Sleeper Service product and position BA as the leader in sound, uninterrupted sleep on transatlantic flights."
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