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Serving Industry Leaders through Online Marketing

British Airways

How British Airways recruited new qualified members on its website --

The company:
British Airways (the airline company) is the European leader in the air transportation market.

The challenge:
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 business class.

FlyingPost's solution:
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.

The results:
- 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 contest.