Miles & More

30 years of Miles & More – anniversary promotions

The Miles & More loyalty programme celebrated a very special milestone in 2023. For 30 years, Miles & More members have been able to earn and redeem miles for award flights or upgrades, and far more besides. Or they can treat themselves to something special from our wide range of partners. That’s more than reason to celebrate. And at TRACK, we joined in these celebrations by launching a variety of campaigns throughout the year. Under the slogan “30 years of Miles & More – Celebrating you”, we put the members firmly in the spotlight. As Miles & More didn’t want to celebrate itself, but rather those who have been loyal to the programme.

Our goal – get closer, with greater interaction

The aim of the campaign was to bring the programme to life with a wide range of promotional activities that made members even more aware of the many opportunities Miles & More offers.

Celebrating you – the big photo shoot for Miles & More members

The photo shoot is a prime example of the many birthday specials we offer members. We were curious about our customers and the Miles & More experiences they’d enjoyed, so we sent out an invitation to a photo shoot via our newsletter. The response was overwhelming. Over 1,000 Miles & More members registered on a special microsite. And that was without any additional prizes or incentives on offer. We then invited six members to Frankfurt and spent a whole day listening to their anecdotes and exchanging ideas. We took lively, cheerful pictures which were then published together with their stories in various Miles & More media channels. These are all excellent and very individual examples of how small wishes and big dreams can be fulfilled with the miles they’d earned – and have been doing so for over 30 years. As the lead agency for dialogue and digital marketing, TRACK has been part of this success story since 2017.