Mello Yello today is debuting new ads on www.melloyello.com, before breaking its campaign on television later in the week. According to Stuart Sheldon, senior brand manager, Mello Yello, "Debuting the new ads on melloyello.com is our way of thanking all of the loyal Mello Yello drinkers who visit the Web site. It's also another way for consumers to interact with the brand."

The two spots, which are the latest in the "How do you Keep Smooth?" campaign, were created by Berlin Cameron. The ad agency also created two previous rounds of Mello Yello advertising, with the 2001 Mello Yello campaign receiving a bronze EFFIE, denoting it as among the top three campaigns among all carbonated beverages.

i-traffic on Friday launched another campaign for British Airways, designed to support the company’s Wimbledon sponsorship. The campaign, called "Elevate Your Game. Fly Flat." is scheduled to run on key sports and news sites from Friday, June 14, through the end of the Wimbledon event, which takes place June 24 -- July 7, 2002.

"Elevate Your Game. Fly Flat." will include the novel "page-tilt" ad units, an i-traffic innovation first seen earlier this year during the airline's award-winning "Fly Flat. Fly Free." campaign, also developed and implemented by the agency. Page-tilt units turn an entire Web page on its side for a few moments to demonstrate the sideways point of view from British Airways' fully flat bed seat in business class. This new execution takes the brand/response unit to the next level by incorporating audio and also leveraging Eyeblaster technology, which enables the page-tilt to integrate seamlessly with unique content across three different sites. Other complementary units include interactive staples such as skyscrapers, banners and superbanners that include Flash and other rich media technologies.

Royal Caribbean International has received the New York American Marketing Association's Gold EFFIE Award for its "Get Out There" advertising and marketing campaign. The campaign, which highlights the active and involved vacation experience guests can have on a Royal Caribbean cruise, was launched to generate increased demand for Royal Caribbean vacations during a time of unprecedented growth within Royal Caribbean and the cruise industry. Utilizing print, television, radio, Website, and Internet marketing, the campaign is credited with successfully targeting a consumer mindset and significantly increasing brand preference and Web traffic, as well as driving strong financial results for Royal Caribbean.