AirMiles in £5.5m ad campaign launch
The AirMiles Travel Company launches a £5.5 million advertising campaign on Monday.
The TV advert is designed to show how easy it is to collect AirMiles through everyday spending and how they can be exchanged for a range of travel products.
The ˜Everyday to Everywhere” campaign focuses on four of The AirMiles Travel Company’s leading collection partners: Tesco, Natwest, Shell and Southern Electric.
The promotional push, costing more than £5.5 million, combines national TVwith radio stations including Virgin Radio and Xfm.
The TV and radio advertising, the first by the company in three years, will be supported by below-the-line activity including direct mail, online promotional activity on airmiles.co.uk and PR.
The focus of the mailings is to provide personalised information to six million existing customers by updating them on their AirMiles account and showing them how to redeem their AirMiles on flights, city breaks and holidays.
Duncan Olby, the travel loyalty company’s director of strategy and partnerships, said: “With 15 years leadership in the travel loyalty market and partnerships with some of the UK’s leading brands we felt the time was right to launch our first multi-partner TV ad.
“The aim of the ad 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.”
Report by Phil Davies
Phil Davies
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