Aeroplan has launched a national multi platform campaign to heavily promote program benefits, and reaffirm its position as a loyalty leader amidst the increasing number of rival travel reward programs.
This phase of the campaign, the first of a multi-pronged approach from Montreal-based Sid Lee, includes print, magazine and radio, and marks the first brand-focused mass media advertising since 2006.
The Montreal-based frequent flyer marketing program spent the last four years touting its promotions and partnerships with companies like Air Canada and Fairmont Hotels & Resorts.
It was time to again focus on program attributes to help differentiate Aeroplan from its competitors and combat misconceptions, said David Klein, vice-president, marketing planning and program development, Aeroplan.
“We really wanted to take back the message of what Aeroplan is about, to get through the noise and the clutter of what has become a very competitive market in that space,” he said.
A lot of people are under the impression they need to fly with Air Canada when redeeming their Aeroplan points, which simply isn’t the case, said Klein.
In fact, Aeroplan is partnered with 26 Star Alliance member airlines.
“Our competitors talk about the fact that through their programs their customers can fly on any airline… Come up with a destination that our members can’t get to and I’ll carry you there,” he joked.
Aeroplan creative typically used what Klein called “aspirational” shots of travel destinations. Now the ads include more tangerine, which has become synonymous with the brand.
Aeroplan also launched a “Reward Travel Ticker” on the homepage of its website that shows the first names and destinations of approximately 100 members traveling on reward seats each day.
“The Travel Ticker is really another way of drawing attention to the fact that a number of members are flying every day,” said Klein.
The second phase of the campaign is expected to launch early this summer. Touche PHD handled the media buy.
