The agency TRACK will now be responsible for content management for the Lufthansa Group’s loyalty program. TRACK is expanding and deepening its long-standing partnership.
Frequent flyer status for TRACK: The Hamburg-based agency is expanding its mandate with Miles & More and, effective immediately, is assuming complete content management for the Lufthansa Group’s loyalty program. TRACK is thus further expanding its already long-standing collaboration.
The expanded scope of work now includes content management for all push communication (promotional and program newsletters as well as email marketing) as well as for pull communication via website and app.
Long-Standing Partner Convinces in Competition
Today, TRACK is already responsible as the lead agency for content development with a focus on dialogue marketing for Miles & More – from strategy to creation through to technical planning, implementation and execution in up to 13 language- and six airline-versions.
The content management tender was won through a competitive procurement process. With the complete integration of content creation, maintenance and quality assurance, TRACK now offers an end-to-end solution for all direct digital channels including the platform. This reduces interfaces, creates efficiencies and ensures the highest quality as well as a comprehensive governance structure for all measures.
“We thank you for your confidence in deepening our longstanding partnership in additional areas effective immediately. With our integrated approach and the expansion of our collaboration, we can make communication and the program experience for participants even more effective and relevant,” explains Bastian Mathes, Managing Director and Chief Product Officer at TRACK.
“Through our long-standing collaboration, TRACK knows our brand and our participants very well. By expanding the mandate to include all content management, we ensure that our communication is consistent, relevant and efficiently orchestrated across all channels – and thus further enhances the brand experience for our participants in terms of quality,” says Ann-Kathrin Buchna, Head of Marketing Communication at Miles & More.
About Miles & More
With over 30 years of experience in the loyalty sector as well as over 25 years in the retail business and financial services environment, Miles & More GmbH is an absolute expert in individual and successful customer acquisition and retention. The Managing Director of the 100% subsidiary of Deutsche Lufthansa AG, based in Frankfurt am Main, is Gerald Schlögl.
As the Lufthansa Group’s loyalty program, Miles & More offers more than 39 million participants access to an exclusive world with over 175 international partners across the entire travel chain and in everyday life. The core of this diverse program and offer world with attractive benefits and exclusive travel privileges is the collection and redemption of miles for rewards and the collection of points to obtain frequent flyer status. In addition, the program offers numerous financial services offerings, most notably the successful Miles & More credit card portfolio in cooperation with various banks in over 20 countries. Furthermore, Miles & More GmbH, as the operator of the Worldshop, is responsible for the online shop worldshop.eu with over 400 premium brands and more than 6,500 articles and is represented with a total of ten Worldshop Stores at the airports in Frankfurt, Munich, Düsseldorf, Hamburg, Berlin and Vienna.