British Airways has announced global affiliate network buy.at as the sole partner for the company’s first performance marketing programme in the US market.

buy.at’s sister network, Affiliate Window, has managed the British Airways programme in the UK since 2009.

Successful tactical campaigns in other markets will be communicated to the US team to ensure similarity and buy.at will look to mirror this by developing an understanding of British Airways’ strategy, without cannibalizing existing marketing activities.

Alex Forsch, head of account management for buy.at US, said: “We are pleased that British Airways has chosen to work with buy.at exclusively in the US.

“Through close collaboration with the client and agency, our goal is to further build brand awareness for British Airways, as well as to introduce BA Vacations – the airline’s newly launched vacation program including full service offerings around hotel bookings, car rentals and attractions. Our affiliate education and recruitment efforts are centered on identifying key, quality publishers that will drive incremental value to the program on a long term basis.

“Ideal publishers include strong content sites, price comparison and meta search engines as well as social networking sites with a focus on geo-targeted promotions around major BA gateways in the US.”

Elizabeth Chung, manager global online partnerships, said: “The joint venture between British Airways and American Airlines creates great opportunities for the existing program.  This combined network provides the perfect time to start our North American Affiliate Program.  Following the success of our other regional affiliates, the massive online market in the US will be an essential inclusion to the global program.”

Digital media agency Neo@Ogilvy will be involved in the collaboration to expand British Airway’s online offering in the US.