Controversial Advertising Signs to Interact with Planes

Towers near Chiswick Roundabout to host innovative digital technology

The advertising towers on the A4 near Chiswick Roundabout are to carry a new generation of advertising for British Airways which will interact with planes flying overhead.

The digital display will have tracking devices which will provide onscreen updates when a British Airways flight is overhead giving details of where the plane is coming from. A child will point to the sky as the plane passes to emphasise the 'magic of flying'.

Abigail Comber, head of marketing at British Airways, said, 'This is a first, not just for British Airways but for UK advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them.

The idea has received a mixed reaction from local residents who opposed the building of the towers. One pointed out that it will be little comfort to know the identity of the plane that is causing noise overhead.

The West Chiswick and Gunnersbury Society (WCGS) objected to the original planning application and has expressed disappointment that the promised improvements that Transport for London had said would be made around the vicinity of the towers have been slow to arrive although the advertising is already up and running.

November 21, 2013