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SBD Global/June 19, 2012/Marketing and Sponsorship

British Airways Channel Twitter Activity Through Airline Decor

British Airways has painted a "huge image" of British Olympic heptathlete Jessica Ennis under the Heathrow flight path "to remind overseas athletes of Team GB's home advantage," according to Matthew Chapman of BRAND REPUBLIC. The Ennis image is the size of 15 tennis courts and includes the words "welcome to our turf." Below the message is an attempt to "spark a Twitter buzz" through a #homeadvantage hashtag. The concept was created "to draw attention to the role" of British Airways as the official airline partner of London 2012. British Airways said that their company has supported more than 1,500 U.K. Sport athletes and their families from 28 Olympic and 20 Paralympic sports with flights for training and competition abroad (BRANDREPUBLIC.com, 6/15).
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