Colgate-Palmolive gives FFP miles as SMS prizes
The Swiss frequent flyer programme operator Loyalty Gate is to launch a loyalty rewards-based promotion called 'SMS & Win Miles', through which Colgate-Palmolive will be giving away over 500 prizes of Swiss TravelClub Miles, totalling 2.7 million miles, to consumers validate prize codes from branded products via text messages.
The short promotion runs from 24th to 29th October 2005, at all Coop outlets throughout Switzerland. This code-based promotion is made different from similar ones in the USA because it does not require the consumer to validate a scratch card code via the internet. Instead, the SMS & Win Miles system allows participants to take part via their mobile telephone's SMS feature.
Brands and miles This means that mass consumer products can be linked to Frequent Flyer programme currencies (in this case TravelClub Miles). Prize awards will be based on special prize codes attached to selected brand name household products (for this promotion, these will be Ajax, Softlan and Palmolive washing up liquid) using scratch cards. These fraud-proof codes can be sent to Colgate-Palmolive via SMS, and the sender is notified immediately if they have a winning code.
Winners can then give their Swiss TravelClub membership number via SMS to have the miles credited directly to their account. Winners who don't yet have a Swiss TravelClub membership number can simply register for the frequent flyer programme before making their claim.
The technological expertise behind the system was provided by Loyalty Gate's partner, mobile marketing agency Wirelesspark, and the SMS & Win Miles system was jointly developed by Wirelesspark and Loyalty Gate Ltd.
Sell-out It's a time of development for Loyalty Gate, too. The global loyalty marketing agency International Customer Loyalty Programs (ICLP) has agreed to acquire Loyalty Gate Ltd to bolster its market position as a travel sector loyalty marketing agency. The acquisition will grow ICLP's turnover by more than 10%, strengthen its specialist airline loyalty marketing division, and increase the company's foothold in Continental Europe.
Urs Lauchli, CEO for Loyalty Gate, said: "We are glad to be joining forces with ICLP. I am convinced that the combination of ICLP and Loyalty Gate will create greater momentum for the company and provide big advantages for our current and future clients."
Backgrounders Loyalty Gate has been responsible for developing and operating frequent flyer programmes on behalf of Swiss International Air Lines (Swiss TravelClub), SN Brussels Airlines (Privilege), and TAP Air Portugal (Victoria). Loyalty Gate employs a team of more than 30 travel marketing specialists whose recent successes include 'Programme of the Year' in the 2005 International Freddie Awards.
ICLP currently employs more than 500 people worldwide, with offices in Dallas, Dubai, Hong Kong, Kuala Lumpur, London, Mumbai, San Francisco, Shanghai, Singapore, Sydney, Tokyo and now Zurich. The company's airline clients currently include: Air New Zealand, Cathay Pacific, Cebu Pacific, Emirates, Northwest, Oman Air, Qatar, Royal Brunei, Saudi Arabian Airlines, Virgin Atlantic, as well as the Star Alliance. Non-airline clients include: 3Com, Apple, Dunhill, Flight Centre, General Motors, HP, Hilton International, Intercontinental Hotel Group, Iomega, Kempinski Hotels, Louis Vuitton, L'Oreal, Mandarin Oriental Hotels, Porsche, Rezidor SAS Hospitality (Radisson SAS Hotels) and Visa International.