Aeroplan is taking a more personal approach with its latest national campaign that aims to position the brand as the facilitator of shared experiences.
The effort is the result of extensive consumer research conducted by the brand, in an effort to find out what its members value most. Research revealed that while some use their miles to travel to exotic locales, the majority use them for more personal matters; attending a friend’s wedding, or spending quality time with far-flung friends and relatives.
“What’s really important for members is connecting with those close to them [and] experiencing something special when they get to their destination,” said Chris Willoughby, general manager, brand and member marketing at Aeroplan. “Whatever they’re using their miles for, whether it be travel-related or merchandise rewards that they might redeem for, usually they do that with a specific purpose in mind and usually that purpose revolves around some kind of shared experience.”
Creative developed by Cossette, — digital, OOH, TV, print and a content strategy (native ads and editorial content) — features fictional Aeroplan members engaged in a range of intimate situations; a couple re-visits the place they first met, and a mother relishes watching her daughter make friends in a number of different countries.
The national campaign, which is targeted to both current and prospective members, is a bit of a departure for the loyalty program, which in the past has focused on dream vacations, and announcing new additions or changes to the program.
“It’s really more of a customer-centric approach, really leveraging that core insight about what our members want to get out of the program, and also being a little more clear about the role the brand can play in helping them get there,” Willoughby said.
“Behind Your Plan, There’s Aeroplan” will run until the end of the year. The Aber Group handled the digital buy.
