Air Miles shortlisted for Europe & Middle East Loyalty Award

Top Quote The region's leading coalition loyalty programme has been shortlisted for Best Loyalty Programme Marketing Campaign of the Year at the inaugural Europe and Middle East Loyalty Awards. End Quote
  • (1888PressRelease) April 18, 2012 - Air Miles Middle East is the only loyalty programme from the Middle East being considered for an award, joining over 50 leading brand names, including Sainsbury's, Vodafone, British Airways, Hilton Hotels, Barclaycard, Philips and Subway feature in other categories.

    The shortlisted 'Math' campaign, which was executed entirely by the Air Miles in-house marketing team, invited the programme's 1.3 million members across the UAE, Qatar and Bahrain to shop at any three Air Miles partners between June 12-30, 2011, to enter the draw for a share of 20 million Air Miles. Members also received more chances to enter the draw if they shopped at over three brands during this time period.

    The three-week campaign increased average basket size by 17 per cent on June 2010's figures and increased the number of Air Miles issued by 1.2 million. It was publicised using various below the line communications channels, including the Air Miles Rewards e-magazine; HTML; SMS; web; in-store point of sale; social media and a teaser campaign. There was also a radio competition, where 100,000 Air Miles were given away across the Channel4FM network's Hindi and two English-speaking stations.

    Air Miles Middle East's CEO, Mark Mortimer-Davies, says: "We were determined to achieve a fun holiday promotion that increased figures for the month by helping members old and new engage with the brand, while positioning Air Miles as a rewarding coalition loyalty programme.

    "The 2011 campaign ensured all partners were included and engaged through the hard work of the key account liaison team, meaning they all benefitted from the re-invented campaign - total partner coalition.

    "The Air Miles Math campaign was devised to increase the average spend and basket size of our members within our partner outlets during the last three weeks of June, 2011, which would also increase issuance and raise brand awareness. In addition, we wanted to highlight the association between key partners and Air Miles Middle East - to demonstrate value to both members and partners.

    Air Miles Middle East operates throughout the UAE, Qatar and Bahrain and its 1.3 million active members can collect Air Miles at over 120 market-leading companies, including HSBC, Emax, Spinneys, Lamcy Plaza, VOX Cinemas and Damas.

    The inaugural Europe and Middle East Loyalty Awards received 130 entries and will celebrate excellence, innovation and best practice. Prime sponsor for the Europe and Middle East Loyalty Awards is Aimia and the black-tie ceremony will be held on June 12, 2012 in the Great Room of Grosvenor House Hotel in Park Lane, London, UK.

    For more media information or an interview, please contact Ian Hainey at IHC for Air Miles Middle East on +971 50 466 1368, ian ( @ ) ih-c dot com

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