With heavy competition from low cost and national carriers across Europe, we were tasked to grow British Airways’ database and, ultimately, drive bookings on the short haul route to London.
Making a connection between British Airways and the attractions of London, we created an automatic association and so encouraged them to book with BA.
A hub for local information was developed & tailored to 27 different countries in 17 different languages. Monthly email newsletters promoted current events, with timely cross-sell emails promoting BA offers.
The overall ROI has been 7:1. With over 1.4 million prospects and customers in the database. Over six months, the website received over 1.2m unique visitors (23,500 on mobile devices), with average dwell time of 4 minutes.
The campaign has won the DMA Business Performance Award for Digital Acquisition and NMA Travel award.