I received information about it in the mail today actually, just a day after I saw it on the webpage.
A personal letter from the UK General manager and a leftlet about the promotion and also the card that one is supposed to send in later with the BPs.

They really seem to make a bit fuss about it.
Although I also wonder if it is a way of attracting more people to the higher classes, a desparate try to fill the planes.
There is actually a page in the leftlet describing what economy flex and business class are and the great advantages of each.
Very informally written and with drawings to make it look fun.

Anyway the promotion is still quite good.
If you fly 10 flights in business class UK-Scandinavia you can get a trip on the Orient Express for two people.
I wouldn't mind....