Serving Industry Leaders through Online Marketing
How British Airways recruited new qualified members on its website --
British Airways (the airline company) is the European leader
in the air transportation market.
British Airways wished to strenghten its brand awareness and
to acquire new members for its customer retention program.
A contest needed to be set up, the first prize being a free trip in
To reach highly qualified public in order to gain a new
customer base for BA.
To convey the message online, FlyingPost selected people
who travel often as well as people interested in airfares from our list of opt-in email addresses.
- 87% of the emails were opened and read.
- 16 % to 37% clickthrough rate on the message (with impressive performances
in France and Spain, and weaker performances in Italy).
- Around 45% of the people who clicked subscribed to the BA