As a component of the through-the-line World Offers campaigns, BA's interactive site hosted two Google tools, Google Earth and Google Maps, which dynamically show-cased the great range of BA destinations included in the offer. The partnership with Google involved the production of an interactive BA layer on Google Earth, and Google Maps mash ups featuring directions, hotels and other information at the World Offers destinations themselves. Both products offered increased interactivity and added value by allowing consumers to explore their destination before they arrived. The Google Earth BA layer produced for the interactive site also featured in the ATL TV & poster campaign.