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In the UK, the AirMiles Travel Company has brought together four major brands to create a new marketing campaign aimed at increasing consumers' desire to collect Air Miles through Tesco (supermarkets), NatWest (banking), Shell (fuel) and Southern Electric (energy).
The two-month air travel promotional campaign began last week, and is the first major campaign the loyalty programme provider has spear-headed for three years. The new 'Everyday to Everywhere' campaign aims to demonstrate to consumers how easy it can be to collect Air Miles through their everyday spending, and how the points can then be redeemed for travel products.
Television and radio
The campaign, with a spend in excess of £5.5 million, is a combination of national television advertisements, along with spots on radio stations such as Virgin Radio and Xfm. A series of interactive radio promotions will be supported by a media relations programme targeting both national and regional newspaper travel desks.
The television and radio advertisements are also being supported by below-the-line activity including direct mail, online promotional activity (on the airmiles.co.uk web site, and public relations activity.
Direct mail
The first wave of direct mail is underway, with the second wave planned for April. The focus of the mailings is to provide personalised information to the 6 million existing customers by updating them on their Air Miles account balance, and by showing them how to redeem their miles for flights, city breaks and holidays around the world.
In terms of redemption opportunities, the Air Miles programme offers consumers a choice of over 100 airlines, stays in more than 25,000 hotels world-wide, various city breaks, cruises, and travel insurance, car hire and other pre-planned holidays.
"With fifteen years in the travel loyalty market, and partnerships with some of the UK's major brands, we felt the time was right to launch our first multi-partner TV ad campaign," said Duncan Olby, director of strategy and partnerships for The AirMiles Travel Company. "The aim of the campaign, through a series of rhyming couplets, is to inspire new and existing customers by showing them how everyday shopping can convert into exciting travel experiences."
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