BA seeks agency for 6m [pounds sterling] web task.

British Airways is talking to agencies about the 6 million [pounds sterling] advertising account to launch its new lifestyle internet portal aimed at BA club card holders.

Bartle Bogle Hegarty, Soul and Ogilvy & Mather are understood to have been invited to pitch alongside BA's existing agencies, M&C Saatchi and TBWA\London. However, HHCL & Partners, which handles above-the-line work for BA's low-cost airline Go and for the London Eye, has not been asked to pitch for the business.

M&C holds BA's main above-the-line account, and is behind the "21st century air travel" TV campaign. TBWA handles Airmiles and Ogilvy-One handles below-the-line work for Go.

BA is believed to be seeking an integrated approach with an above-the-line media spend of approximately 3 million [pounds sterling]. A further 3 million [pounds sterling] is going behind online and below-the-line advertising.

The agencies will pitch over the next two weeks and the company is understood not to be seeking a media agency for the launch.

The BA media account is centralised at Optimedia.

The site, which will not carry BA branding, will let customers earn BA miles, which are replacing Airmiles.