Consolidated wins five-way Air Miles pitch

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

the scheme.

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

events work.

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.

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