BA flights have faced increased competition since bmibaby began flying between Manchester and Cork, and Manchester and Belfast in February.
BA aims to attract new customers by securing bookings online, direct from advertising. The campaign was created by itraffic, which was also responsible for the online media planning and buying.
Allie Johns, BA regional marketing manager for UK & Ireland, said: "From a route-tactical perspective, we wanted to test the viability of using the online channel to very specific regional audiences -- in this case, Manchester-, Belfast- and Cork-based flight purchasers."
He added: "Ideally, we'd like to utilise the major portals but where proven geo-targeting is not available, then we felt wastage would be high. As we need to keep the cost of booking to a minimum, the local site options will provide the next best thing."
The online activity will support the current offline campaign, created by BJL and currently running in Manchester and Ireland.
The campaign focuses around the low-price guaranteed return fare of 拢59 between Manchester and Belfast, as well as on the frequency of flights between Manchester and Cork.
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