A six year relationship has seen the pair collaborate on a personalised email strategy and operations since 2006 and had been due to come to an end. Now eBay Enterprise will continue to work with the airline on developing customised content, quicker turnaround times and engaging content.
Abigail Comber, Head of Marketing for British Airways, said: “Conscious that the agency market place and advertising consumption has changed, we launched this pitch to test the market and see what was on offer. As part of that, we set the challenge to put engaging content at the heart of all our communication, whatever the channel.”
Luke Griffiths, head of marketing solutions EMEA at eBay Enterprise, added: “We crafted a unique model for British Airways that combines deep customer insight, creative content development, and economies of scale to enable it to provide personalised, relevant, and timely information to its customers. The work we do with British Airways has evolved considerably over the past six years, and we are confident that our model will continue to be future-facing in line with the British Airways vision ‘To Fly. To Serve’.”