Aeroplan is still welcoming potential members to “the club” for the second flight of a national multi-platform campaign.
The first leg of the campaign launched in April and ran through the spring. It was the first effort from Cossette Montreal since taking over the account from Sid Lee in 2010.
At the time of the launch, Aeroplan changed the brand tagline from “Rewarding Life,” to “Welcome to the Club,” as a way of inviting members in.
Now the rewards program is running ads online, in print and airports with copy that reads: “Members booked 1.4 million rewards with us last year. That’s more than any other Canadian loyalty program.”
Aeroplan conducted consumer research prior to the spring launch, and again when the first leg of the campaign wrapped up. “We were really pleased about the fact that kind of reaction we were getting post campaign was on target with what we learned prior to launch,” said David Klein, vice-president, marketing planning and program development at Aeroplan.
To coincide with the mass advertising campaign, Aeroplan has also launched a contest that allows members to register online for a chance to win one of 10 trips for two. The winners can pick from one of 10 cities around the world. The contest closes Nov. 27.
Starting this week at Toronto’s Pearson Airport, Aeroplan members can learn more about the contest and each of the 10 cities through a digital touch screen. For instance, members can learn about what types of activities they can redeem points for in each location, like helicopter ride in Las Vegas.
