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Qantas Loyalty to kick off marketing push after launch of frequent flyer portal

Screen Shot 2014-08-13 at 5.16.08 PMQantas has created a new online hub for its 10 million Frequent Flyer members with a major marketing blitz set to begin early next week.

The launch of qantaspoints.com will include a new ‘online mall’ featuring a range of partners enabling members to earn points when they shop online. Brands include David Jones, Apple, Selfridges, eBay and Macy’s.

Surprisingly, it is the first time a dedicated portal has been created for its Frequent Flyers program with members previously accessing their account through the core Qantas.com flight booking website.

The marketing push will include Razorfish-designed ads of a cartoon-style city featuring Qantas Frequent Flyer partner companies. The ads carry the tagline ‘Discover a whole new world of Qantas points’.

Qantas Loyalty chief marketing officer Stephanie Tully told Mumbrella the team was also looking to bring some of its media buying in-house although it will continue to use agencies, including ZenithOptimedia, “where it is relevant”.

She said: “We are kicking off a major marketing campaign next Tuesday which will appear in a number of channels, through our EDM to our database but also through a large digital presence.

“We are also going to use the great visual that we have created with Razorfish, which is the big world of Qantas Points, and take snapshots of that and use it in outdoor and through Qantas assets such as boarding passes and aero bridges and the other great marketing assets they have.”

The campaign will be built around the premise of ‘discovering the world’, Tully said, while a competition offering holiday vouchers as prizes will require members to navigate their way around the site.

“People will be asked questions and to answer they have to explore Qantaspoints.com website. It’s a great way for members to get used to and engage in the channel,” she said.

Tully said TV was not considered among the marketing mix because Qantas Points is a digital medium.

“We think the investment was better spent in a digital targeted way,” she said. Tully added that Qantas will increasingly look to target its marketing based on the individual tastes and preferences of members.

“The world of advertising has moved and there has been a return to the value of one to one marketing, be it direct or digital,” she said. “The data that we have on our members helps target our advertising and Qantas Points enables us to target in a very effective way because we’ll know how many times someone has been to the site. We’ll know about them and therefore we can push offers that are relevant to them.”

While Droga5 is Qantas Loyalty’s principal creative agency, Razorfish’s expertise in the digital space gave it the nod for the Qantas Points work.

“We have worked with Razorfish a lot, they have built a couple of websites for us and are they are building the Qantas Golf Club website,” Tully said.

“They pitched to us the fabulous world of Qantas Points and we loved the idea.”

Steve Jones

 

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