WCRS wins £20m launch campaign for LMI’s rival to Air Miles scheme

WCRS has been appointed to handle the launch advertising for LMI’s as yet un-named rival to Air Miles with a budget of about &£20m.

WCRS won the business after pitching against Leo Burnett for the work. The venture’s marketing director Richard Campbell is thought to have favoured WCRS having worked with the agency in his previous position of head of marketing at Debenhams.

Last month, WWAV Rapp Collins was appointed to handle the direct marketing, which is worth about &£30m.

The loyalty scheme will be run by Keith Mills, co-founder of the original Air Miles scheme in 1988. He is understood to have been in talks with a number of businesses in the retail sector, including WH Smith, Homebase and Marks & Spencer.

Sainsbury’s is already committed to joining the scheme and has terminated its contract with Air Miles, which will now work with rival supermarket Tesco.

Last month, Sainsbury’s obtained an injunction preventing Tesco from advertising its link up with the Air Miles scheme until its launch on March 15. Tesco however can promote the initiative though mailings before that date.

This week, Air Miles announced a deal with BT Retail. The partnership will allow BT Cellnet customers to collect either Air Miles or BA Miles on local and international calls.