It appears that it is targeted:
“This promotion is only open to Eligible Participants. An Eligible Participant is a British Airways (“BA”) Executive Club Gold or Gold Guest List Member preselected by British Airways and in receipt of the email invitation British Airways reserves the right to verify the eligibility of Eligible Participants. By taking part in the promotion, Eligible Participants confirm that they accept the Terms and Conditions set out below”
I got the offer, but no need for yet another GUF.