Air Miles Canada sets up online community
In Canada, the Air Miles Reward Programme has launched a new online community for its loyalty programme members, in conjunction with social media marketing software firm Awareness Inc.
The online community (click here) aims to provide Air Miles collectors with an opportunity to connect with both the programme and its various sponsors, and to share their redemption stories as well as points collection tips and tricks with fellow members.
The launch of the community took a multi-channel marketing approach that included both traditional and social media. Air Miles collectors learned of the launch of the site through direct mail as well as through other social networking sites and online communities such as Facebook and Twitter.
So far the marketing programme has attracted over 17,000 community members who are actively engaged in over 8,000 discussions. The social network is available in both English and French versions, and offers:
- A tips & tricks section that allows users to find and share information on how to earn more reward miles and get the most out of the programme;
- A discussion forum that encourages members to begin conversations, ask and answer questions, and connect with fellow collectors as well as sponsoring companies;
- Interactive photo galleries created by users, allowing members to showcase anything from great holidays they've taken to new product tests.
"The community aims to give collectors a place to share and exchange information and connect with each other," said Air Miles CMO, Neil Everett. "Social media gives us the ability to engage in a dialogue in a way that was previously not possible. The information we have collected has already allowed us to deliver a better customer experience and will help us grow and improve the programme over time."
Founded in 1992, the Air Miles programme now claims some 10 million active collector accounts, representing approximately two-thirds of all Canadian households.