The Mileage Company
The UK experts in designing, developing and managing reward & loyalty schemes
Press releases
UK's longest running travel loyalty scheme turns 21
Airmiles' celebrates birthday with TV ad campaign, 21,000 miles giveaway and record growth.
October 2009 - Airmiles, the UK’s leading travel reward scheme operated by The Mileage Company, turns 21 on 2nd November 2009 and celebrates with a £1 million TV and digital ad campaign and bonanza Airmiles giveaway.
The campaign, featuring the brand’s familiar animated characters, will run for five weeks from Saturday 12 October 2009, across terrestrial, digital and satellite channels. The TV ad communicates the simplicity of the Airmiles scheme and its free flights offer, whilst the digital ads highlight the many other leisure activities Airmiles can be used for, like Eurostar journeys and special 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 is open from Saturday 12 October to Monday 2 November for all members when they shop online with any one of 21 specially chosen partner retailers on Airmiles’ eStore, via www.airmiles.co.uk. Any member who collects at least one Airmile through their purchase will automatically be entered into the prize draw to win the Airmiles giveaway. Members can also enter by making any booking with Airmiles, either online or by calling Airmiles' UK Customer Contact Centre. As well as the grand prize, there are also 21 runners up prizes, for members to win a case of champagne.
The 21st birthday activity rounds-off Airmiles' significant marketing investment this year. After kicking off with a through-the-line campaign to highlight the simplicity of the Airmiles scheme, it later teamed up with The Times and The Sunday Times to run a subscription partnership.
Airmiles’ twenty first year has seen new joiners increase by 300% over the twelve-month period, collecting more Airmiles with key partners Lloyds TSB, Tesco and Shell.
Andrea Burchett, Director of Relationship Marketing and Insight, The Mileage Company says: "This year has been one of our biggest ever, with high profile campaigns and a record number of new collectors, but it’s no time to rest on our laurels. 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 customer base who love to travel.
As consumers tighten their belts we need to remind them that they can carry on doing the things they love by collecting rewards through everyday behaviour and spending."
Fast facts:
- Airmiles has 2 million active collectors
- Members can collect miles with over 200 shopping partners via www.airmiles.co.uk/estore
- Members collecting Airmiles use them for thousands of travel and leisure rewards including free flights that include all airline taxes, fees and surcharges, hotels, Eurostar journeys and days out like LegoLand and English Heritage Annual Membership Passes
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The Mileage Company www.themileagecompany.com
The Mileage Company, the reward scheme experts based in the UK, operate Airmiles and BA Miles reward schemes. In the last year alone, four million people have collected or redeemed miles with one of The Mileage Company's schemes, from the global BA Miles currency to UK-based Airmiles.
The Mileage Company works with over 200 partner brands in the UK and world-wide.
Building long-standing partnerships, the business adds value and enables its partners to drive customer engagement and loyalty with compelling rewards.
Airmiles www.airmiles.co.uk
The UK’s longest running and most rewarding scheme of its kind, Airmiles members collect and use Airmiles for travel and leisure rewards.
A pioneering scheme, it is synonymous with offering value – for members and collection partners.
Airmiles' collection partners include Lloyds TSB, Tesco, Shell and over 200 popular online brands when accessed via www.airmiles.co.uk/estore – including johnlewis.com, debenhams.com, Apple store, eBay.co.uk, Comet, Currys, Boden, hmv.com and Waterstone’s.
Millions of members collect Airmiles on their everyday spending and use them for completely free flights that include all airline taxes, fees and surcharges, Eurostar journeys, hotel accommodation, tour operator holidays, car hire, travel insurance and special days out including LegoLand, Alton Towers and English Heritage Annual Passes.
For more information please contact:
Susan Barber
The Mileage Company
Head of Corporate and Consumer PR
Tel: +44 (0) 1293 722 252
Email: susan_barber at themileagecompany dot com
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