British Airport Authority and WorldPoints team up with CTC

(Originally published in TOURISM)

The Canadian Tourism Commission (CTC) has entered into a partnership with the British Airport Authority (BAA) in a two stage campaign offering holiday prizes and retail vouchers to some 100,000 active members of the BAA WorldPoints premier retail loyalty scheme. The aim is to inspire members to visit Canada.

A competition to win a trip to Quebec with Frontier Holidays, Fairmont Hotels and BAA Heathrow is currently featured in the BAA e‑newsletter “eEmporium”. This holiday prize is also featured on www.baa.com/worldpoints, which typically receives 120,000 hits per month.

“This is a fantastic opportunity to promote Canada as a holiday destination and capture the data of members of the BAA World points scheme,” states Sarita Atkins, promotions and incentives manager at the CTC's UK office. “These typically cash‑rich, time‑poor, affluent executives fly seven times a year from BAA airports. This promotion gives us a chance to reach them and inspire them to visit Canada.”

In the autumn the campaign enters its second phase with a booking offer to Canada with Frontier Holidays. If BAA WorldPoints members book a holiday or opt into the holiday prize competition, they will receive a voucher applicable to any of the retailers at London Heathrow Airport. This offer is all the more attractive when one considers that BAA WorldPoints members spend 75% more on airport shopping and services than non‑members, collectively spending around $45 million a year. Their average spend per visit is over $125, with an average transaction value of $95.

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