Google is to appear in its first European TV advertising campaign in a tie-up with British Airways to promote a new holiday destination viewing service using its satellite-based Google Earth technology.

The ad, created by British Airways agency Bartle Bogle Hegarty, marks a major departure by the internet giant, which has famously built its popularity without resorting to traditional advertising.

The television campaign, which launches tonight, promotes British Airways' "world offers" fare sale.

As the ad highlights prices on selected international destinations, the camera zooms in to show a close-up, colour, 3D satellite image of the holiday area and its hotels.

Jayne O'Brien, the head of brands and marketing communications at British Airways, said the partnership would allow customers to "familiarise themselves with the local area, hotels and amenities through Google Earth".

"Be it families checking how near their Florida hotel is to Disney World, their Caribbean resort is to the beach, or avid skiers comparing the topography of different pistes - there is something for everyone."

Google Earth has been integrated into the BA.com website and is also being extensively promoted online. The service has to be downloaded to be used.

British Airways has created special "layers" of information - such as hotels, parks and tourist spots - so holidaymakers can organise their itinerary and better plan their trip by viewing the destination up close.

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