British Airways has taken over all the advertising space in Time Out London’s first issue of 2016 in a UK media first.

To help Londoners beat the January blues, the Time Out Creative Solutions team has worked with British Airways to produce an advertising campaign that integrates with its editorial content.

The campaign promotes the destinations and offers featured in British Airways January sale covering both flights and holidays across the world.

The lead story will be dedicated to helping Time Out readers discover the best things to do in London, the UK and the rest of the world in 2016.

The takeover will be supported by tactical advertising on Sundays throughout January at timeout.com, which British Airways Insight team has isolated as a key booking day.

Adam Harris, International Creative Director at Time Out, said: “We’ve been working with British Airways on big brand campaigns like this for the past two years, and this campaign is our most ambitious to date.

“By integrating our advertising with the trusted content of Time Out London, we’re confident that our British Airways January Sale partnership will be one of our most engaging campaigns to date.”