When South African Airways Voyager changed the value and redemption of their loyalty miles programme; shifting from passengers earning miles based on distance, to earning miles based on value we had to develop a campaign that communicated the changes to current members as well as increase uptake in new memberships. This strategic move meant Voyager became Africa’s first revenue-based airline loyalty programme.
To help communicate the change, encourage inactive members to re-engage and attract new members, we developed a TTL campaign that started a conversation around “value.” Using radio, print, press, outdoor, In-Flight-Entertainment Channels, Digital Banners, Social Media and the Voyager Newsletters, we reframed what value means for Airline rewards programmes and affirmed that Voyager offered exceptional value.
Voyager Radio Advertisements
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