AirMiles is overhauling its branding and launching a new pricing structure which it says will enable customers to travel further for less.
The British Airways-owned loyalty scheme will support the changes with a &£5m above-the-line campaign which will include outdoor, online and print advertising.
AirMiles marketing director Sarah Wood believes the introduction of reduced and “guaranteed-as frozen” AirMiles fares to its 20 most popular destinations will add significant value to its 8 million current customers as well as its collection partners, which include Natwest, Tesco and Shell.
Fares to destinations such as Paris, Barcelona, New York and Sydney have been reduced by an average of 40%. Wood says that the campaign and price reductions aim to “motivate more customers to collect more miles”.
The new identity is built around a series of dots which spell out the name AirMiles before separating and re-joining to spell out the names of destinations and the number of miles required. The new logo has been created by Lambie-Nairn.
AirMiles is seeking to reinforce the idea that it operates at the premium end of the reward scheme market in contrast to the Nectar loyalty scheme. Further innovation from AirMiles is due later the year when the travel company is expected to announce that upgrades will be available with airmiles on BA Club Europe as well other airlines.