The campaign has been developed with wireless marketing specialist Flytxt and follows a one-day SMS trial in December to promote the airline's Escape ticket gift vouchers.
British Airways' promotional staff will be distributing leaflets at Six Nations rugby matches on 8, 9, 22 and 29 March, offering fans the opportunity to win tickets to the rugby world cup in October in Australia. It includes flights and accommodation.
To qualify for the promotion, rugby fans will be asked to text British Airways a key word. The airline will text them back on the Monday following the match giving them a special link to the web site to enter the draw.
Once they have signed up online, users will be entered into a grand draw for the prize tickets.
Customers registering on the British Airways site gain a monthly newsletter, offers by email and access to online services.
Airlines feature, p54.
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