Air Miles plans £5m Tesco launch

Air Miles is planning a £5m campaign to promote its new partnership with Tesco’s Clubcard loyalty scheme.

Air Miles managing director Drew Thomson says the campaign will include advertising and direct marketing.

Air Miles’ advertising agency TBWA/London and Tesco Clubcard’s direct marketing agency ehsrealtime were set to hold a brainstorming meeting yesterday (Tuesday) to establish a joint strategy group and approve a detailed marketing plan.

Thomson says marketing strategy deadlines are tight because the handover from Air Miles’ current loyalty card partner, Sainsbury’s, to Tesco takes place on March 15. Activity is “expected to start in a couple of weeks” and issues to be addressed include whether to start the television ads before or after the handover.

Air Miles will have a strong in-store presence, Thomson adds, which it didn’t have with Sainsbury’s.

Tesco will give 40 Air Miles for each set of Clubcard points valued at £2.50. Clubcard holders who qualify for premium deals by spending an average of £60 per week will receive 80 Air Miles.

Marketing plans will be strengthened by the participation of The Royal Bank of Scotland – Tesco’s partner in Tesco Personal Finance and, through its credit cards, the UK’s largest originator of Air Miles.

Air Miles spent £3.5m on advertising between October 2000 and September 2001 (AC Nielsen MEAL).

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