The new programme, called GB Privilege, will host GB Airway's consumer database, as it attempts to harness the potential of the customer records garnered from in-flight surveys.
GB Airways said 150,000 Britons now own a second home abroad, with EHS Brann Discovery identifying a sizeable number of those from the GB Airways database.
GB Privilege members will receive regular emails about special discounts, advance notification of sales, schedule updates and negotiated deals with its selected partners.
Alex Roberts, marketing manager at GB Airways, said: "The two agencies have brought the results of intelligent analysis to bear in a creative way that really resonates with our customers and the test email results really bear witness to this."
The first GB Privilege customer email will be sent out this month, allowing recipients to access special deals through the BA.com website.
An additional 23,000 DM packs will be sent out to recruit subscribers who do not have email accounts, inviting respondents to enter a prize draw to win a year's worth of free flights to their second home.
Alison Hamer, managing director at EHS Brann Cirencester, said: "The focus groups identified a real desire among this audience to have their loyalty as customers recognised and rewarded, which made a more personalised campaign an important next step.
"The key to success with this and any kind of ongoing communication is to offer relevant content that will excite and motivate and our creative is designed to achieve just that."
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