Digital choice: newclubworld.com

British Airways' new Club World service aims to be the supreme example of an end-to-end flight experience, affording passengers all the pampering and freedom they might expect from a contemporary members' club.

Agency.com has created a microsite that seamlessly melds 3-D modelling, video and Flash to produce a lavish online experience that embodies exactly the qualities it is selling.

The site focuses on seven key areas of the Club World service, and communicates the product extremely eloquently. In each area, including dining, office and spa, the members' club metaphor is shown before a very slick transition introduces the actual Club World environment (recreated with painstaking attention to detail, I am reliably informed). The copy is concise and tonally spot-on, while the design and execution create a rich experience.

My only gripe is that the site would have felt more immersive if it were possible to move between the areas without using the navigation panel.

However, the end result is a convincing argument to the time-poor business elite that new Club World should make it onto their shortlist of one.

Website: Agency.com.

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