When rebrands go wrong

(And how to avoid the pitfalls)

Avios introduces new strapline one year after relaunch

Avios has introduced a new strapline as part of a campaign to educate consumers on how they can collect and redeem reward points a year after its controversial rebrand from AirMiles.

The campaign uses the strapline ‘Buy, Collect, Fly’ alongside the ‘Anything can fly’ line introduced a year ago. Ads use the same creative as its original launch campaign, depicting a series of everyday objects such as washing machines, shopping baskets and barbecues taking flight.

Activity launched on 29 December 2012 and will run until the end of February 2013.The loyalty firm behind the UK rewards programme for British Airways Executive Club and Iberia Plus, has also launched a microsite that features a destination collection calculator to show consumers how their everyday spending can be turned into rewards such as flights and holidays.

Andrea Burchett, director of partnerships, marketing and insight at Avios, says: “As a continuation of our long-term Avios brand building and awareness, this campaign will drive consideration and understanding of Avios amongst consumers. We want consumers to take away from the campaign that they can collect Avios on everyday purchases to use for flights, holidays and other travel rewards, hence the clear message ‘Buy, Collect, Fly’.

Avios, formerly AirMiles, attracted criticism when it rebranded 14 months ago and overhauled its terms and conditions.

Customers complained that the new terms of the rewards programme changed the number of points needed to fly to destinations and also introduced charges for air and fuel taxes that were previously free under AirMiles. Many threatened to exit the scheme.

Readers' comments (3)

  • I can't help it, I have to say it, every time I see this advert it makes me think of pollution - in particular air pollution, have you seen the exhaust fumes coming from that washing machine? It looks like an advert for remote control fly tipping. Sorry Avios, for me the campaign message is 'pollute, collect, buy' - Sorry to bash it, the advert is creative no doubt about it, it just doesn't sit right with me, it highlights the negative bi-product of air travel.

    Unsuitable or offensive? Report this comment

  • Suggest Avios rebrand - collecting points only for the those who don't want a family holiday with the children. Sorry Avios, but with two children in education it is impossible to book a family holiday or flights on your website for out of term time, there are no return flights on reasonable dates or in most cases no flights at all. Suggest anyone with children shouldn't waste their time collecting Avios points you can't use them unless you want to be prosecuted by local authority for taking your child out of school. Such a shame. Sorry Avios, great idea, I was so sold on it, but its not for all of us is it.

    Unsuitable or offensive? Report this comment

  • i used to be able get cases of wine with air miles and i cant see anywhere on avios that you can spend avios for anything other than flights,as we do not fly these avios are usless.

    Unsuitable or offensive? Report this comment

Have your say

Mandatory
Mandatory
Mandatory
Mandatory

Job of the Week

Top Jobs

social

+media Facebook Twitter LinkedIn
knowledge+bank