Airline promotions offering bonus miles are commonplace and easily matched. The British Airways promotion was unique because it let members fly and win miles multiple times, rather than just once. The campaign dramatised this by focusing on the “unlimited” miles that could be accumulated, rather than stopping at 50,000 BA Miles for one flight. In addition, using online and offline behavioral triggers, British Airways was able to send members tailored messages based on their engagement with the promotion, further driving incremental interest and travel.

The promotion drove $3.7 million in incremental revenue and its success looks even more emphatic when compared to the previous year’s campaign performance—77% more members took advantage of this offer. The results exceeded the agency’s target and British Airways’ expectations.