AirMiles drafts in Lexis for ‘greater engagement’

The AirMiles Travel Company is planning a major marketing push in 2006, and has briefed Lexis PR to handle consumer/corporate comms.

AirMiles remains best known as a loyalty scheme, despite relaunching as a full-service travel company two years ago, and wants greater clarity about what its brand stands for in the cluttered consumer rewards market.

A wholly owned BA subsidiary, it is seeking to encourage 'greater engagement' of what it claims is a 'core collector base' of more than six million Britons. It wants more people to collect reward points across more of its partner companies – encouraging what it refers to as 'multi-collecting'.

Lexis beat QBO Bell Pottinger, Launch PR and BGB Communications in a pitch.

Separately, AirMiles has opted not to replace Claire Keane, who quit as comms head last summer (PRWeek, 5 Aug 2005).

Comms manager Claire Watson is now its top PR professional, retaining her current job title. She reports to marketing director Sarah Wood.

AirMiles's three other PROs also now report to Wood in a marcoms department, based in Crawley, of around 22 staff.

The previous agency used by AirMiles was Cohn & Wolfe, which ceased to represent the brand last summer. Prior to that it was represented briefly by Nexus Communications.

At Lexis, consumer board director Fiona Jolly and business comms board director Duncan MacKenzie-Reid lead the account.

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