Air Miles UK reports on 21 years of progress
In the UK, the popular Airmiles travel reward programme, operated by The Mileage Company, is celebrating its 21st year of operation, and has announced a 1 million television and digital advertising campaign with a bonanza Airmiles giveaway promotion.
The new campaign, featuring the brand's familiar animated characters, will run for five weeks from 12th October 2009, using terrestrial, digital and satellite channels to communicate the simplicity of the Airmiles scheme and its free flights offer, while digital adverts will highlight the programme's other leisure activity-based reward options (such as Eurostar journeys and recreational days out).
Airmiles' members also have the chance to win 21,000 Airmiles (enough for two free return flights from London to Australia including airline taxes, fees and surcharges). The prize draw also begins on 12th October, ending on 2nd November, and is available to Airmiles members who shop with 21 selected retail partners via the Airmiles' E-Store.
Every member who collects at least 1 Airmile from any qualifying purchase will automatically be entered into the prize draw, and members can also enter by making any booking with Airmiles, either online or by calling the contact centre. Apart from the grand prize, there will also be 21 runners-up, each receiving a case of champagne.
Airmiles UK's 21st year has seen new memberships increase by some 300% in a 12-month period. According to Andrea Burchett, director of relationship marketing and insight for The Mileage Company, "This year has seen high profile campaigns and a record number of new collectors. Airmiles was founded during the last recession and 21 years on we've come full circle; free stuff is as important to consumers now as it was back then, particularly for our core customers, who love to travel."
Currently, Airmiles claims membership of 2 million active collectors, and members can collect miles from more than 200 shopping partners via the programme's online store. Members can redeem their Airmles for thousands of travel and leisure rewards, including free flights that include all airline taxes, fees and surcharges, as well as hotel nights, Eurostar journeys, family days out, and English Heritage annual membership passes.