Customer loyalty firm Air Miles has hired Consolidated
Communications for a brand awareness campaign, as the British
Airways-owned firm continues its relaunch of the product.
The consumer account - won following a five-way pitch - is aimed at
supporting the advertising-led relaunch of the brand earlier this year,
with a campaign to alert consumers to the ease with which they can join
Head of brand for Air Miles and sister brand BA Miles Patrik Oqvist said
the campaign would look to build on research compiled during the last
campaign, targeting those not using the service.
'There's a paradox in that we have over three million collectors of Air
Miles, but non-collectors don't understand how the system works despite
considering it an exciting idea,' he said.
He added that the firm had noted 'hotspots' across the country where
people are more likely to collect points, such as west London, and part
of the PR campaign would target such individuals through events and
commuter targeted campaigns.
The campaign is designed to overcome demographics as research shows that
attitude towards travel is more likely to influence customers than
factors such as number of children and income.
The Consolidated account is led by director Rachael Sansom, reporting to
Oqvist, and includes national and regional news creation in addition to
The wholly-owned BA subsidiary currently retains Millennium PR to handle
its travel promotions for both Air Miles and BA Miles brands. The BA
Miles line was launched last autumn as a frequent flier currency for the
airline's Executive Club customers.
Air Miles parted company with its retained consumer shop Jackie Cooper
PR in October last year when the agency resigned the account.