I think the editorial board would make a huge difference. Here's what I would suggestion.

Before the chat, come up with three FT members who are well versed in the given program. For an airline program, at least one of them should be top tier, and one should be at least second tier.

These people should look over all of the pre-submitted questions, and post out the ones wiht well defined published answers in the form of a pre-chat FAQ.

These same people should between them screen questions asked live in the chat to filter out questions with documented, well known answers, and also be allowed one "follow-up / clarification" type question for each question posed by a chatter.

That's my suggestion for how to run things a bit better...