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BRITISH AIRWAYS' U.S. FREQUENT FLYER PLAN SOARS; 75,000 MEMBERS SIGN UP IN FIRST SIX WEEKS

 BRITISH AIRWAYS' U.S. FREQUENT FLYER PLAN SOARS;
 75,000 MEMBERS SIGN UP IN FIRST SIX WEEKS
 NEW YORK, April 3 /PRNewswire/ -- More than 75,000 Americans have joined British Airways frequent flyer program in the first six weeks since its creation.
 The Executive Club Frequent Traveler Program U.S.A. now boasts a membership of 186,000 and is growing at a rate that will make it shortly surpass its 1992 year-end target of 200,000 customers.
 "We are extremely gratified by the response," said John Story, the airline's executive vice president, United States. "Having devoted two years of research, six months in planning and execution, we are now seeing the rewards of satisfying the needs of our most frequent flyers."
 Telephone recruitment has been handled by dedicated lines to the Carlson Marketing Group of Minneapolis, supported by British Airways telephone sales units in both New York and Houston. Call volume has averaged 2,000 per day, similar to the direct mail response, since the Feb. 18 announcement.
 According to Michael Baum of Carlson Marketing, the British Airways result is the largest he has seen in recent years.
 "Based on a comparison of similar programs, this is the most successful program launch we have witnessed," he said. "If we maintain our present pace we'll surpass our goal by the end of this month -- a phenomenal start when you consider that British Airways made a late entry into the frequent flyer market."
 The major attraction of the program, according to many callers, is the unique opportunity to create household accounts. This allows the frequent traveler to combine the miles with up to three others sharing the same address and, ultimately, sharing the rewards.
 "There is no doubt, based on the feedback, that this has been a tremendous catalyst in building the membership," added Story.
 New partners continue to join the program. Effective April 1, Alaska Airlines became a full domestic partner whereby members earn Executive Club miles when flying Alaska and they can also redeem British Airways miles for first class and coach awards or upgrades on Alaska wherever they fly.
 Also on April 1, MGM Grand Air became an award partner, allowing Executive Club members to redeem miles for free first class and coach travel on MGM Grand Air, although miles cannot be earned flying MGM Grand Air.
 Cunard has signed on to the British Airways program, effective May 1, and members may redeem miles for cruise discount certificates.
 Also on May 1, major tour operator Abercrombie and Kent join the ranks of award partners, permitting members to use mileage certificates for discounts on any A & K holiday.
 Further information, registration and application forms are available from any British Airways sales or airport office, from any travel agent or by calling British Airways at a special toll free number, 1-800-955-2748.
 -0- 4/3/92
 /CONTACT: John Lampl, 718-397-4729, or Margie Vodopia, 718-397-4731, for British Airways/
 (BAB) CO: British Airways ST: New York IN: AIR SU:


TQ -- NY003 -- 4717 04/03/92 08:59 EST
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Publication:PR Newswire
Date:Apr 3, 1992
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