Air Miles looks to specialist areas

Air Miles, the loyalty points scheme for the travel industry, has handed a portion of its PR account to Millennium PR.

Air Miles, the loyalty points scheme for the travel industry, has

handed a portion of its PR account to Millennium PR.



The wholly-owned subsidiary of British Airways, has appointed Millennium

on an annual retainer contract.



The agency is tasked with highlighting Air Miles as a travel product

which can be used to pay for flights, hotel rooms, car hire and other

regular holiday items.



The account will be led by managing director and client leader Russell

Stonehouse, who founded Millennium three years ago. The day-to-day work

will be handled by senior consultant Charlotte Bayley. She reports to

Air Miles’ PR manager Joanne Merriweather, who joined the company three

months ago (PR Week, 5 May).



Air Miles will continue to use Jackie Cooper PR for consumer work. While

Millennium will also target consumers, its work will be for specialist

travel areas such as the television programme Holiday and the travel and

tourism pages of newspapers and magazines.



BA had mooted plans to float Air Miles as a separate company, which

Stonehouse claimed would make it the UK’s tenth largest travel company.

Air Miles was involved in six million individual holiday bookings last

year.





- Millennium PR has also received a brief from the Ecuador Ministry of

Tourism to boost tourist numbers.



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