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LONDON & LEXINGTON, Mass.--(BUSINESS WIRE)--March 1, 2006--British Airways has completed a competitive tender process and appointed e-Dialog as its e-mail marketing service provider for customer communications in the UK.

e-Dialog will provide British Airways with strategic and technological expertise and support for its e-mail communications to Executive Club members and registered customers on its Web site,

The decision to appoint a dedicated e-mail marketing provider reflects the increasing importance of direct electronic customer communication as part of the airline's marketing communications strategy.

"E-mail is becoming our principal customer communications channel," said Jayne O'Brien, head of UK and Ireland marketing for British Airways. "e-Dialog brings strategic and technological expertise that will allow us to make our communications more effective and talk to our customers on an individual basis."

"We are delighted to be chosen by such a prestigious airline for the value of our services and knowledge," commented Simone Barratt, managing director of e-Dialog UK. "Our experience in the travel industry will help deliver British Airways' marketing communications strategy. We look forward to working with the airline to further improve its direct communication with customers."

About British Airways

British Airways is the UK's largest scheduled international airline and is one of the largest in Europe. It carries 36 million passengers per year to 140 destinations in approximately 70 countries. Together with its oneworld alliance partners, BA can offer its customers flights to 550 destinations worldwide. The airline has one of the largest fleets in Europe - with almost 300 aircraft in service. It operates approximately 1,000 flights per day. British Airways employs 45,000 people around the world, making it one of the most diverse global workforces. British Airways is based at London Heathrow.

For media inquiries, contact the British Airways press office at +44 (0) 208 738 5100.

About e-Dialog Established in 1997, e-Dialog is a proven provider of precision e-marketing solutions with deep-rooted strengths in e-mail and database marketing. Through a unique combination of marketing intelligence and precise relevance technology, we enable some of the world's most recognized brands, such as Tesco, Marks & Spencer, FilmFour, Reuters, American Eagle Outfitters, BMG Music Service and TJX Companies, to maximize long-term customer value with contextually targeted communications. Our service offerings empower large, multifaceted companies like these to enhance permission-based e-mail marketing efforts through fully integrated, cross-channel communications, including dynamically printed direct mail, RSS and mobile messaging.

JupiterResearch ranked e-Dialog the leading e-mail marketing provider among service-oriented ESPs in 2005 based on its value and market suitability, highlighting its account servicing, strategic and creative input, and campaign management and analytics applications. e-Dialog is a privately-held company based in London and Lexington, Mass. Investors include Flagship Ventures and Commonwealth Capital.

For more information, visit or contact Peter Duffy at +44 (0) 20 7659 2716 or Arthur Sweetser at 781-372-3353. Contacts

e-Dialog media contact: Jean Borgman, 508-451-5944