BA Teams With Flytxt For First SMS Campaign

Mobile marketing company, Flytxt, is to launch the first ever SMS ad campaign for British Airways, to raise awareness of its official travel partnership with the Rugby World Cup.

The campaign begins this weekend at the Six Nations Rugby Championship and is intended to drive sports fans to the airline’s website at ba.com. The initiative follows a one day trial in December, which used SMS to promote the airline’s Escape ticket gift vouchers in the run up to Christmas.

British Airways will hand out leaflets at Six Nations rugby matches throughout March and will offer sports fans the chance to win tickets to the Rugby World Cup in Australia.

Consumers are invited to enter the competition by text and are giving a special link to the British Airways website. Once they have signed up online, they will be entered into a draw for prize tickets.

The campaign reflects a shift in marketing tactics at the high profile brand, which has expressed its commitment to investing more money in ‘reaching people in their everyday lives’ and moving away from TV advertising.

Earlier this year, British Airways became the first advertiser to completely take over the outdoor advertising space in London’s Waterloo station (see British Airways Takes Over Waterloo Station).

British Airways: 0208 738 5100 www.britishairways.com Flytxt: 020 7293 3000 www.flytxt.com

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