A pointing child directs viewers towards the sky, as the screens are interrupted by real-time flight information such as "Look, it's flight BA431 from Amsterdam". An accompanying screen will subsequently respond with "Amsterdam. One of 83 city break destinations ba.com/lookup". Text will be adapted to suit the overhead flight, with information ranging from the lowest fares on that route to the weather at the aircraft's destination.
Head of UK and Ireland sales at British Airways, Richard Tams, said: "Sometimes we forget how magical flying can be. The first time anyone gets on a plane is an unforgettable experience and we want to remind our customers of that feeling."
The British Airways Global Creative Technology Business saw advertising agency Ogilvy lead a digital consortium known as The 12th Floor back in 2012, and this team are behind the technology required to power the Magic of Flying campaign, which will track BA aircraft as they travel over the screens and communicate this information to passing traffic. Clear Channel's premium DOOH brand, Storm, are responsible for managing the media, and billboard displays encourage social media interaction through the #lookup tag.
Tams continued to say:"We've all had conversations with friends and family wondering where the planes are going and dream of an amazing holiday or warm destination and this clever technology taps in to that and reminds people how accessible the world can be."