Avios introduces new strapline one year after relaunch

Avios has introduced a new strapline as part of a campaign to educate consumers on how they can collect and redeem reward points a year after its controversial rebrand from AirMiles.


The campaign uses the strapline ‘Buy, Collect, Fly’ alongside the ‘Anything can fly’ line introduced a year ago. Ads use the same creative as its original launch campaign, depicting a series of everyday objects such as washing machines, shopping baskets and barbecues taking flight.

Activity launched on 29 December 2012 and will run until the end of February 2013.The loyalty firm behind the UK rewards programme for British Airways Executive Club and Iberia Plus, has also launched a microsite that features a destination collection calculator to show consumers how their everyday spending can be turned into rewards such as flights and holidays.

Andrea Burchett, director of partnerships, marketing and insight at Avios, says: “As a continuation of our long-term Avios brand building and awareness, this campaign will drive consideration and understanding of Avios amongst consumers. We want consumers to take away from the campaign that they can collect Avios on everyday purchases to use for flights, holidays and other travel rewards, hence the clear message ‘Buy, Collect, Fly’.

Avios, formerly AirMiles, attracted criticism when it rebranded 14 months ago and overhauled its terms and conditions.

Customers complained that the new terms of the rewards programme changed the number of points needed to fly to destinations and also introduced charges for air and fuel taxes that were previously free under AirMiles. Many threatened to exit the scheme.

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