Air France appoints BEC to market frequent flyer programme

AirFranceKLM.gifAir France UK and Ireland has appointed integrated agency BEC London to handle the direct and digital marketing of its frequent flyer programme, Flying Blue. BEC won the business without a pitch.

The frequent flyer programme was previously managed by Rapp, which has been renamed WWAV Rapp Collins (MW September 18), but the agency continues to handle the wider DM account for the airline.

BEC has been charged with creating regular email and direct mail campaigns to target both frequent business travellers and occasional flyers.

The agency’s list of clients include Nectar, Motability Operations and UIA Insurance.

In May BEC was appointed to handle the DM account for the British Heart Foundations following a pitch against 23Red and Tequila.

Meanwhile, the airline’s parent company Air France-KLM recently announced a number of cost-savings measures as part of its strategy to combat rising fuel prices and the global economic downturn.

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