BRITISH AIRWAYS CHOOSES BTLOOKSMART for FIRST CLASS SERVICE Submitted By: Prodigy Communications Monday, 28 October 2002

BRITISH AIRWAYS CHOOSES BTLOOKSMART FOR FIRST CLASS SERVICE Submitted by: Prodigy Communications Monday, 28 October 2002

London, 28 October 2002 - BTLookSmart today announced that it has signed up leading airline British Airways, alongside other top travel brands Thomsons, Lunn Poly and Ebookers. BTLookSmart is the international joint venture between LookSmart (NASDAQ: LOOK; ASX: LOK), a leader in Search Targeted Marketing, and British Telecommunications (NYSE: BTY). The deal will see British Airways advertising across the company’s network of UK search partners for 3 months, using a combination of Performance Listings and keyword banners. Joel Lee Davis, Online Partnership Manager at British Airways said, “It is critical that we not only communicate our proposition to the market but make it as easy as possible for consumers to interact with us. Using keywords allows us to target these users at web entry points and successfully influence their buying patterns in a very cost effective manner.” BTLookSmart COO Kevin Kerrigan commented, “At a time when companies are cutting advertising expenditure, British Airways has increased its investment in Search Targeted Marketing. This is testament to the effectiveness of the range of Search Marketing services we offer and the return on investment that advertisers can expect when they use BTLookSmart.” British Airways has advertised across the BTLookSmart network of search partners in the UK for some time, attracting people looking for flights on the Internet. The BTLookSmart network of search partners in the UK includes MSN, UK Plus, BTopenworld, Tiscali, ntl:home and AltaVista, and reaches 64 per cent of Internet users in the UK (source: Media Metrix, January 2002). Leading travel brands Thomsons, Lunn Poly and Ebookers have also signed up to BTLookSmart's Performance Listings service to attract people searching for holidays online. Performance Listings work by directing Internet traffic to specific areas within the advertiser’s website relevant to the search request typed in to the BTLookSmart directory by users. The service operates on a pay for performance basis, so the advertiser only pays when a user clicks on their listing. These announcements follow leading budget airline Go’s recent decision to use a combination of graphical and pay for performance advertising across the BTLookSmart network. About BTLookSmart BTLookSmart is the international joint venture between LookSmart (NASDAQ: LOOK; ASX: LOK), a global leader in search targeted marketing, and British Telecommunications (NYSE: BTY). It provides directory and search solutions in multiple languages through many of the leading ISPs and portals in Europe and Asia including MSN, Tiscali, ntl:home, BTopenworld, AltaVista, UK Plus, DDi corporation and Japan Telecom. The BTLookSmart network in the UK enables advertisers to reach 63.5% of all active Internet users (source: Jupiter Media Metrix, January 2002). BTLookSmart is deploying LookSmart's Web, WAP, mobile Internet and broadband search and directory solutions for ISPs, portals and mobile Internet businesses in countries across Europe and Asia-Pacific. The company operates two regional headquarters in Tokyo, Japan

Page 1 and London, UK, serving the Asia Pacific and European markets respectively. For further information please visit www.btlooksmart.com For more information please contact: Tim Hadley / James Cook / Mark Casey Prodigy Communications Tel: +44 (0) 20 7580 1366 Fax: +44 (0) 20 7580 1367 Email: [email protected] / [email protected] / [email protected]

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