British Airways is remaining tight-lipped for the time being but it seems the idea of creating online social networks for business and frequent travellers is catching on at its Waterside HQ in West London.
Hot on the heels of its MetroTwin project, linking London and New York, comes a very low-key launch for MetroTwin Mumbai.
The site is currently a blog-type feed of destination content, penned by a range of India and UK-based bloggers.
A BA spokeswoman would confirm only that the project is in Beta and further details will be released in the coming weeks. The About section of the site gives no extra detail:
“British Airways flies hundreds of thousands of passengers between Mumbai and London every year. So it feels right for us to be backing something genuinely useful for people living in and travelling between Mumbai and London.”
The airline made a reasonably big splash of the original MetroTwin project last year and appears to be using the same creative strategy with its latest play – young, brash, bright and uber-trendy.
The fledgling site has already racked up several pages of content ahead of what will probably be another fully-functioning, rating and recommendation-type play.
Details to follow as and when they emerge.
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Kevin: I was unfamiliar — i.e. ignorant about — MetroTwin until I read your post. It’s a very clever concept by British Airways.
The possibilities are endless. The New York Transit Authority could BoroughTwin Brooklyn and the Bronx; Disney could ParkTwin Orlando and Anaheim, Calif., we could NewsTwin the BBC and CBS….
Seriously, I do like the MetroTwin idea and I could see how it would be appealing to hip, frequent travelers. It’s a much better way to hype a destination than using slick airline magazines.
I always wonder how they drive content, traffic to these initiatives, the kind of team and resources they devote to such outreach strategies or even how they engage with customers to contribute and become part of the metro town. How do they differentiate between.
If this can be looped into the customer touchpoints at various parts of the customer experience – booking, checking in, boarding, on board, when landed. The mobile integration will be a big area for this domain