Qantas urges frequent flyer members to set points goal in new loyalty scheme push

Qantas has launched a fresh drive to inspire its Frequent Flyer members with a campaign encouraging them to set a target for the number of points they can accumulate.

The airline appointed digital agency With Collective to create a microsite, qantaspoints/destination, which forms part of a wider Points Destination crusade to promote its loyalty scheme and Frequent Flyer partners.

Droga 5, which was overlooked for Qantas’s core “Feels Like Home” campaign in favour of Lawrence Creative Strategy, produced creative for the project.

Digital, social and out of home executions form the backbone of the push with Woolworths, David Jones, Kogan, The Iconic, Seafolly and Bonds among the brands collaborating with Qantas.

Screen Shot 2015-03-23 at 8.59.36 AM

The Points Destination website allows Qantas Frequent Flyers to select what they would like to use points for, whether shopping or flying. The site calculates how many points they have and how many additional points they need to achieve their selected goal.

The site contains real members stories outlining what their Points Destination goal was and how they got closer to it.

Air miles style schemes are regarded by airlines as pivotal in driving loyalty in what is a fiercely competitive and price sensitive industry . Qantas has launched a series of initiatives over the past 18 months as Virgin Australia has sought to make headway with its Velocity program.

Qantas said the campaign is an extension of its core ‘Feels Like Home’ marketing drive.

“Feedback from our Frequent Flyer members shows that many have significant events or holidays that they are saving their points for; things that really matter to them, for example being there for the birth of a first grandchild, or taking the family on their first holiday,” a spokesman said.

“This creative behind the campaign is aimed at tapping into those important moments and shows how Qantas Frequent Flyer can help members’ get closer to what matters, their next important journey.

“Importantly, this campaign is an extension of the Qantas “Feels Like Home” Brand  campaign launched in November 2014; again showing the role that Qantas plays in the lives of many Australians.”

The airline said it was also important for the campaign to showcase the “many every day ways” members of its loyalty scheme can earn points.

Members who select a points goal will be entered into a draw to win one of five prizes of 200,000 Qantas Points.

Mumbrella is awaiting confirmation from Qantas on the agencies behind the campaign.

Steve Jones

Travel Summit

Mumbrella is running a one-day Travel Marketing Summit in Sydney on April 22. Click here for details and to book.  



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.