Redefining the role of Affiliates in the path to purchase


Client: Aer Lingus

This is the story of how our strategic affiliate programme structure enabled MG OMD to redefine the role of affiliates in the path to purchase for Aer Lingus, leading to programme revenue soaring by 38%. Following one of the most turbulent periods for this brand, MG OMD challenged themselves to increase performance for Aer Lingus, whilst driving efficiency, all while nurturing strong relationships with all 275 of Aer Lingus’ partners. Completely refocussing the programme and introducing previously untested strategies for the programme, MG OMD saw success that has continued beyond testing phases and has shaped the future of the affiliate marketing approach.