British Airways spent about $100,000 this fall on its first business-to-business mail campaign, hoping to encourage a select group of travel agencies to promote the airline to small companies.
The result? A 74% response rate and the names and e-mail addresses of more than 1,600 travel agents who serve that market.
British Airways, which often uses direct mail for leisure travel, felt this campaign would help it boost business travel bookings, said Bradley Hazelrigg, senior vice president at DraftWorldwide, the airline’s agency.
The three-part
