Sky boxes and banners were used to dominate the paper and alert readers to the following day’s promotion. Key messages were communicated via advertorials; affordability of flights to London with BA, affordability of London as a holiday destination, BA as the operator that ‘knows London’ better than other airlines, highlight London’s wealth of sports, entertainment, cultural activities etc. Integration into the targets lifestyle was enhanced with a web based competition to drive readers online and to interact with BA.com.

The Metro competition achieved a phenomenal 64% opt-in rate for regular communications from BA. The campaign ROI was outstanding; for every pound spent the campaign delivered 8.25 in return. We established the return on investment by calculating the increased bookings and the potential lifetime value of online registrations (opt-in registrations multiplied by average lifetime value of email subscribers).