Continental Airlines Zeroes in on Digital Communications Strategy for the UK Market

Continental Airlines will use the Neolane software platform to create one-to-one personalized 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 personalized 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.