Press Releases

British Airways Affiliate Marketing Contracts Awarded

-- April 29, 2008 --

British Airways (BA) has today announced that it has completed its agency pitch to manage the airline’s worldwide affiliate marketing programme with contracts being awarded to TradeDoubler and LinkShare.

In line with best practice, British Airways launched the pitch to consolidate the number of agencies worldwide that work on the affiliate marketing programme.

The deal will see TradeDoubler become the airline’s exclusive affiliate partner across Europe and Africa. In the UK, TradeDoubler and LinkShare have been selected as joint affiliate partners. LinkShare will also manage the Americas and Asia Pacific region.

Agency.com, British Airways’ digital media planning and buying agency has run the affiliate marketing programme in the UK for over two years and have played a key role in planning and identifying partners to relaunch this affiliate programme. TradeDoubler and LinkShare will work through agency.com.

Eve Ireland, Online Partnerships Manager at British Airways, said: “Affiliate marketing is a fundamental part of our online strategy. When looking at potential suppliers, our objective was to identify a partner that could help us maximize channel efficiencies and drive innovation from both a technical and a strategic perspective. The reach of both TradeDoubler and LinkShare were key to the deal, enabling us to connect with other partners within their impressive networks.”

“We’re delighted to have been chosen by BA as its network partner and look forward to working with such a big global brand,” Matt Adams, international sales director, TradeDoubler, commented. “Affiliate marketing provides an efficient, transparent vehicle to advertisers such as BA to optimise return on investment. It is the purest performance channel available to advertisers and the cost-per-sale mechanic means the potential investment risk to clients is zero. Our unique audience reach, the care and attention provided by our account teams both in the UK and internationally and, most of all, the hunger and desire we showed to work with BA, all contributed to our appointment.”

Liane Dietrich, UK managing director of LinkShare comments, “We are delighted to be working with BA upon such an important part of their on-line marketing strategy. With over a decade of experience in affiliate marketing, we are consistently finding more innovative ways to deliver new services that add genuine value to our customers. With an established network of global affiliate relationships, we look forward to delivering a successful affiliate marketing program to BA throughout the UK, the Americas and Asia Pacific.”