British Airways teams with Time Out for native ad takeover
British Airways and Time Out have collaborated to produce a themed editorial issue designed to showcase the airline’s routes to the US cities of Austin, San Francisco, Boston and Philadelphia.
The partnership, coordinated by Carat, will see native content embedded in the latest issue of Time Out London (released 8 October).
The airline flew three of Time Out’s US journalists to London to share perspective on three key areas; food and drink, music and style.
Brent DiCrescenzo, music editor at Time Out Chicago, will reveal the best of the US music scene in London, with a particular focus on the reprise of Chicago House.
Meanwhile Ramona Saviss, Time Out LA’s shopping and style expert, will go on the hunt for genuine US vintage fashion in the capital. Finally Christina Pistone, Time Out New York’s food critic, will sample London’s best American fare – including burgers, BBQs and beer –in a bid to find the capital’s most authentic US cuisine.
The themed issue will feature a glossy cover and full-page British Airways ads on all cover sites. Alongside the native content, there will be a dedicated six-page advertorial feature, written by Time Out writers in cities across the US.
Time Out international creative Director Adam Harris said: "To theme an entire issue in support of a brand and maintaining our editorial integrity is both ambitious and unprecedented. It’s the strength of the editorial concept and the unique collaborative relationship with British Airways and Carat that have made this possible."
Time Out’s regular sections will also feature American twist, ranging from top US comedians touring the UK to Broadway taking on West End Theatre.