Richmond upon Thames
March 17, 2008

Continental Airlines checks in with Neolane's software

Developing its digital communications strategy in the UK market, Continental Airlines has selected the Neolane customer communications software platform to improve its marketing campaigns, win customer loyalty and new revenue.

Neolane, a provider of customer marketing and communication software solutions, has today announced Continental Airlines Inc., (NYSE:CAL), the world's fifth largest airline, as a new customer in the UK.

Continental Airlines in the UK will use the Neolane software platform to create one-to-one personalized marketing communications to help it engage with customers, encourage loyalty, web site visits and ticket sales. The airline will first use the software to construct detailed profiles of its customers and prospect customers to better understand them, their expectations and requirements. The Neolane software will then enable Continental to create and automate personalized campaigns; serving each individual customer with offers and news relevant to them while also tracking individual campaign results and return on investment.

"Neolane provides us with a combined solution for building, maintaining and segmenting customer data, and creating automated, highly targeted and progressive marketing campaigns centrally, in-house," said Martin Braisby, Continental Airlines' marketing manager for the UK and Ireland. "I am confident that implementing Neolane in our UK operations will be good for our customers and for the company."

Continental's Neolane-generated campaigns will commence in Spring 2008 and target frequent business and leisure flyers to the United States as well as the travel trade. Continental's routes from London Heathrow to New York/Newark and Houston commence on March 30, 2008 and will be strongly promoted. A regional focus around the seven existing UK airports from which Continental already flies is also planned. Initial campaigns are to be email-based and will include a 'viral' element, such as 'refer-a-friend' aimed at increasing the prospect database. Personalized content Direct Mail (DM) campaigns may follow, utilising Neolane's integrated multi-channel marketing communications capabilities.

"Continental Airlines in the UK is following best practice by profiling customers and presenting each one with information and offers likely to be of interest, rather than conducting blanket campaigns," said François Laxalt, marketing director of Neolane in Europe. "Using Neolane to automate and personalize their campaigns many companies in Europe and North America have significantly improved customer interaction and the success of their marketing activities."

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