Naked Communications has been hired by Air Miles to help the company with its transformation into a fully fledged travel business.
Air Miles is changing its name to The AirMiles Travel Company and severing its commercial ties with British Airways, although the airline will retain ownership. Air Miles has signed up 18 airlines as commercial partners and plans to open its own retail outlets.
Air Miles will invest &£5m in marketing its relaunch, with &£3.5m allocated to radio, press and magazine editorial packages and &£1.5m for direct marketing.
Advertising agency Grey London has created the strapline “The more you go, the more you grow” aiming to connect travel with emotional growth.
Naked has developed a “story telling” strategy, which illustrates how individuals have benefited from travel and, together with Initiative Media, has negotiated editorial packages with media owners.
Joshua has worked on the direct marketing strategy that will see CD-ROMs sent to 3 million Air Miles customers.
Air Miles plans to treble in size and become one of the top five travel companies in the next five years. Its products can now be bought with Air Miles, cash or a combination of the two. Customers paying in cash will receive MilesBack points for future redemption.