TradeDoubler and Linkshare to manage BA affiliate marketing programme

Tue, 29 Apr 2008

British Airways has appointed TradeDoubler and Linkshare to manage its worldwide affiliate marketing programme.

The two agencies will work through the airline's digital media planning and buying agency, Agency.com, which has overseen affiliate marketing in the UK for the last two years. It worked with the airline to appoint the agencies.

The deal will see TradeDoubler become the airline's affiliate partner across Europe and Africa and Linkshare will manage the Americas and Asia Pacific region. The two companies will work as partners in the UK market.

Eve Ireland, online partnerships manager at British Airways, says: "Affiliate marketing is a fundamental part of our online strategy."

She adds that the companies were chosen because they could "maximise channel efficiencies and drive innovation".

A BA spokeswoman says that new media channels such as affiliate marketing are becoming more important to the airlines' marketing mix as it attracts more trade through its website.