Agency: TRACK New Zealand

Objectives

Business (Year 1):

  • Retain and educate 250,000 Airpoints members (per month) previously earning Airpoints Dollars through the old retail coalition model
  • Acquire and engage additional active members per month to 275,000
  • Transition 85% of the existing active base to the Airpoints retail coalition
  • Issue 7.3m in Airpoints Dollars (an increase of 5m on the old coalition model accruals)

Brand:

  • Heighten awareness, advocacy for Airpoints at critical point of conversion
  • Build retail earning proposition showcasing everyday earning
  • Retain and re-educate Airpoints members previously earning under the old coalition model
  • Activate air-only and non-air active members into active everyday earners

Strategy

It was identified that the New Zealand loyalty market presented a huge opportunity for expansion. But this raised a question: how could Air New Zealand move from a frequent flyer rewards programme, to a coalition loyalty scheme with relevance across a number of new touchpoints? This question provided the foundation to build a strategy that not only solved a marketing problem, but also the fundamental business problem at its heart. Three strategic pillars were identified, alongside a comprehensive data strategy to enable execution.