Hamburg, April 2019: The frequent flyer and awards program, Miles & More, celebrated surpassing the one million members milestone in Austria with a two-step digital campaign. As of January 2019, every eighth person in the country has a card for earning miles. The aim of the campaign was to enhance the Miles & More program’s reputation in the relevant target audience – and at the same time increase awareness among non-members. The campaign was developed and implemented by TRACK and can be viewed via the digital channels of Austrian Airlines and Miles & More. TRACK has been responsible for running the Miles & More CRM account since 2017.
The concept of the campaign is based on visualizing the huge range of opportunities the program offers by means of an attention-grabbing mosaic made up of “Miles moments”. This animated key visual conveys the main message with the word ‘Danke’. In March 2019, people in Austria were invited to send in photos showing their own special Miles & More moments via social media (Facebook, Instagram), the Miles & More website or by email. A special hashtag – #ichbin1mio (#iam1million) – was created for the purpose. Over 3,000 entries were received.
The campaign has now entered its second phase. TRACK has used the images submitted by the Austrian Miles & More community to create an animated key visual. This has now been communicated via social media channels (Facebook, Instagram), and on the client’s website. It will also be shown on an LED wall at Vienna Airport. With this visual, Miles & More is inviting those Austrians who have not yet joined the frequent flyer program to become Miles & More members – and accompany Miles & More on its way to attaining their next million.
