Increase awareness of the fact that Airmiles offer genuinely free flights with no taxes, fees or surcharges. Plus increase collection rates and encourage new sign ups to enrol via one or more of Airmiles' collection partners.
A multi-channel approach demonstrated the benefit of collecting Airmiles. This included a TV ad and a national press campaign. The activity launched in January, when people are typically reviewing their finances after Christmas and thinking about their holiday plans.
As a result of the campaign, there was a 19% uplift in visits to the Airmiles website and a 300% increase in programme registrations. Four months after the TV campaign launched, Airmiles communications awareness has increased by a third from 58% to 77%.