Continental Airlines will use the Neolane software platform to create one-to-one personalised marketing communications.

Published: 05 Feb 2008

Continental Airlines will use the Neolane software platform to create one-to-one personalised marketing communications.

The initiative will help the airline to engage with customers, encourage loyalty, website visits and ticket sales in the UK.

The airline will first use the software to construct detailed profiles of its customers and prospect customers to better understand them, their expectations and requirements. The Neolane software will then enable Continental to create and automate personalised campaigns; serving each individual customer with offers and news relevant to them while also tracking individual campaign results and return on investment.

"Neolane provides us with a combined solution for building, maintaining and segmenting customer data, and creating automated, highly targeted and progressive marketing campaigns centrally, in-house," said Martin Braisby, Continental Airlines' marketing manager for the UK and Ireland.

Continental's Neolane-generated campaigns will commence in Spring 2008 and target frequent business and leisure flyers to the United States as well as the travel trade.

Continental's routes from London Heathrow to New York/Newark and Houston commence on 30th March 2008 and will be strongly promoted. A regional focus around the seven existing UK airports from which Continental already flies is also planned.
The initiative will help the airline to engage with customers, encourage loyalty, website visits and ticket sales in the UK.

The airline will first use the software to construct detailed profiles of its customers and prospect customers to better understand them, their expectations and requirements. The Neolane software will then enable
Continental to create and automate personalised campaigns; serving each individual customer with offers and news relevant to them while also tracking individual campaign results and return on investment.

"Neolane provides us with a combined solution for building, maintaining and segmenting customer data, and creating automated, highly targeted and progressive marketing campaigns centrally, in-house," said Martin Braisby, Continental Airlines' marketing manager for the UK and Ireland.

Continental's Neolane-generated campaigns will commence in Spring 2008 and target frequent business and leisure flyers to the United States as well as the travel trade.

Continental's routes from London Heathrow to New York/Newark and Houston commence on 30th March 2008 and will be strongly promoted. A regional focus around the seven existing UK airports from which
Continental already flies is also planned.

Initial campaigns are to be email-based and will include a 'viral' element, such as 'refer-a-friend'
aimed at increasing the prospect database. Personalised content Direct Mail (DM) campaigns may follow, utilising Neolane's integrated multi-channel marketing communications capabilities.

"Continental Airlines in the UK is following best practice by profiling customers and presenting each one with information and offers likely to be of interest, rather than conducting blanket campaigns," said François Laxalt, marketing director of Neolane in Europe.

Initial campaigns are to be email-based and will include a 'viral' element, such as 'refer-a-friend' aimed at increasing the prospect database. Personalised content Direct Mail (DM) campaigns may follow, utilising Neolane's integrated multi-channel marketing communications capabilities.

"Continental Airlines in the UK is following best practice by profiling customers and presenting each one with information and offers likely to be of interest, rather than conducting blanket campaigns," said François Laxalt, marketing director of Neolane in Europe.