Serving Industry Leaders through Online Marketing
Showcase
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:
Spectacular!
- 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.
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