British Airways OpenSkies: launching a new airline

 

The challenge 

 

To launch its new premium airline OpenSkies, British Airways partnered with Web Liquid to manage all digital marketing activities. The aim was to generate innovation. awareness, consideration and bookings from leisure and business transatlantic travellers.

 

The launch plan for OpenSkies had to balance impact, efficiency and granular targeting in order to communicate key elements of its offering including: 1) the only flat bed service between Paris and New York 2) daily flights between New York, Amsterdam and Paris.

 

 

The tailored solution 

 

Our planning and buying approach for the launch of British Airways Open Skies was based on four principles:  

 

1. Location, location, location. Leverage site user registration data and geo-targeting to maximize reach against business and leisure travellers residing specifically within Paris, New York and Amsterdam and adjacent catchment areas.

 

2. Embrace behavioural targeting. Aggregate and re-target consumers that visited flyopenskies.com with relevant up-sell and promotional messages to extend campaign longevity and relevance.

 

3. Leverage multiple channels. Our planning involved the evaluation, planning and negotiation of multiple Digital channels including: mobile, site takeovers, display advertising, sponsorships and search advertising

 

4. Turn messages into relevant impactful invitations. We worked closely with over 45 different media owners to identify content environments that where relevant to the consumption patterns of our target audience. Case in point, for the launch of the OpenSkies New York/Amsterdam service we secured a 24 hour takeover of devolkskrant.nl a daily national newspaper in the Netherlands on the day of the US Presidential Inauguration.

 

 

Download a PDF of this case study:
British Airways OpenSkies: Launching a new business-class airline

 

 

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