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Internet Campaign - British Airways & VisitBritain


British Airways	VisitBritain

Issues

In early 2005, British Airways was granted by the Chinese government the right to open a new route from Shanghai to London . A full blown press campaign has been recently completed. British Airways and VisitBritain jointly hosted an online campaign to attract China Internet users to their website.

Challenges

News such as new route opening for an international airline can only attract short term media and public attention.

Online media campaign was initiated as a test, with a small budget, exploring a new channel of communication with target audience in a cost-effective way.

Strategy

Designed online marketing strategies that draw continued attention to the clients' website combining an ad-button with attractive tagline, and an interesting but simple quiz, aiming to achieve long-lasting interest among Internet users.

Solution

Recommended making online campaign in conjunction with topical subject and promotional tool.

Selected prominent location for the ad button and negotiated the best deal with the selected Internet portal.

Designed an interesting but simple quiz with tagline “1 dollar air ticket to London ”. Drawing online users to participate in the quiz. Designed a quiz that users can simply click on the guessed price of BA promotional air ticket.

Designed and produced an online web page to host the campaign and to direct traffic to client's website.

Assisted the quiz collection and winner awards distribution process.

Result

The campaign attracted huge traffic and generated very positive feedback from the Internet users. In the three-month promotional period of time, the web page received an average of 150,000 page views per month. More than 1,500 people filled in with our quiz.

Clients achieved great success in online media.

The campaign helped clients to reach a large group audience of Internet users.

British Airway s decided to extend the campaign to a one-year program.