BA deploys mobile ticketing for EuroPride

British Airways will work with Flytxt and ActiveMedia Technology to deliver mobile tickets to its exclusive Chill Out Lounge at EuroPride, London on 1 July.
Revellers at EuroPride 06 Europe’s largest gay and lesbian cultural celebration will be able to register for tickets gain entry into a B.A sponsored chilled zone in Leicester Square. Tickets will be delivered direct to a mobile handset and allow entry into the chill out space for the mobile user and one guest.

Flytxt will provide the delivery technology to power the campaign while ActiveMedia Technology’s mobile ticketing and redemption software will be used in conjunction with its RAPOS (redemption at point of sale) terminals to validate and capture data from the mobile tickets.

In addition to the opportunity to see world-renowned DJ Luke Hope spinning a selection of tunes those who register for entry into the British Airways Chill Out Lounge will also be entered into a EuroPride prize draw for the chance to win a pair of return tickets on British Airways to MIAMI.

Jayne O’Brien, British Airways’ head of global brand and marketing communications, said: ‘We are very pleased to be sponsoring EuroPride London 06. Working with ActiveMedia and Flytxt we are able to offer a convenient mobile ticketing system. We will be inviting people to enter the British Airways Chill Out Lounge via tickets delivered direct to their mobile phone. This is the sort of cutting edge service which befits the cosmopolitan audience we are targeting through our affiliation with EuroPride 2006’.

Ramesh Kumar, business development director, ActiveMedia Technology, said, ‘B.A. recognises that convenience and ease hold major appeal for consumers in today’s fast-passed world. Hassle free tickets delivered direct to your mobile phone are secure, require no delivery or pick up and can also reduce queuing times. They are the ultimate in laid back convenience!’


Adhish Kulkarni, VP Client Services, Flytxt added, ‘B.A. is a cutting edge company as demonstrated in its attitude to engaging customers. Mobile ticketing is very much of the moment. We expect it to become mainstream over the next 12-18 months but, in the meantime, it is companies, like BA, who are making it a hip, viable alternative to traditional paper based tickets of old.’