British Airways to raise awareness of the airline's official travel partnership of the Rugby World Cup 2003. British Airways is to launch its first text (SMS) campaign this weekend at the Six Nations Rugby Championships to encourage rugby fans to register on ba.com and raise awareness of the airline's official travel partnership of the Rugby World Cup 2003.

The campaign has been developed with wireless marketing specialist Flytxt and follows a one-day trial in December of SMS to promote the airline's Escape ticket gift vouchers at Christmas.

British Airways promotional staff will hand out leaflets at Six Nations rugby matches on 8, 9, 22 and 29 March offering rugby fans the chance to win tickets to the rugby world cup in October in Australia, including flights and accommodation.

In order to qualify for the promotion, rugby fans will be asked to text British Airways with a key word and the airline will text back on the Monday following the match giving them a special link to the website to enter the draw. Once they have signed up online, they will be entered into a draw for the prize tickets.

Jayne O'Brien, British Airways general manager UK & I marketing said: "We believe that SMS will deliver our message effectively to such a targeted audience by engaging them immediately without distracting them from the match."

Customers who register on ba.com receive a monthly newsletter, offers by email and access to online services.