BA Executive Club loyalty scheme relaunches

British Airways is introducing a new Bronze tier as part of a relaunch of its seven million member loyalty programme.

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The Executive Club will now have four tiers ranging from Blue to Gold and each of the tiers has been given a distinctive new identity as part of the overhaul.

Bronze will be introduced above blue and is designed to help accelerate the move of those on the lowest tier into a higher reward band. It only takes half the tier points to qualify for Bronze than the number needed for Silver.

BA managing director for brands and customer experience Frank van der Post says: “We have created a new Bronze tier and stylish new identities to bring a greater range of rewards and increased recognition.

“The re-launch of our award-winning executive club reinforces the huge importance we place on customer loyalty and emphasises that customers are at the heart of everything we do.”

Those who quality for bronze membership will benefit from business class check-in, seat selection at seven days before departure and a dedicated contact number.

The overhaul is part of a £5bn investment being made by BA in products and services, accompanied by its “To Fly. To Serve” marketing strategy.

The BA Executive Club was launched as a two tier programme in 1985 and became a three tier scheme in 1991.

Customers can join the BA Executive Club for free and they earn tier points when flying on BA or on its oneworld airline alliance partners.

The relaunch will coincide with the debut of Avios points, the new currency being introduced for frequent fliers. Avios replaces AirMiles in a move that has proven controversial.

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Has your loyalty strategy boosted the bottom line this year? Then enter the CRM/Loyalty category in the Marketing Week Engage Awards 2012 by clicking here.

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