The agency TRACK is taking over content management for the Lufthansa Group’s loyalty programme. This move extends and deepens the long-standing partnership between the two companies.
Frequent flyer status for TRACK: the Hamburg-based agency is expanding its scope of services for Miles & More and will now be responsible for all content management activities for the Lufthansa Group’s loyalty programme. This represents a significant development in the long-standing relationship between the two companies.
TRACK’s additional scope of responsibilities will include content management for all push communications (promotional and programme-specific newsletters plus email marketing) as well as pull communications via the website and app.
Long-standing partner succeeds in pitch
As lead agency for content development, TRACK is already responsible for Miles & More’s dialogue marketing – from strategy and creation to technical planning, production and implementation in up to 13 languages and six airline versions.
The content management account was won following a competitive tender process. With the complete integration of content creation, management, and quality assurance, TRACK now offers an end-to-end solution for all digital channels including the digital platform. This will reduce the number of interfaces, generate greater efficiency gains, and ensure the highest quality levels as well as a comprehensive governance structure for all activities.
“We would like to express our gratitude for the trust placed in us to deepen our long-standing partnership in new areas. With our fully integrated approach and the expansion of our partnership, we can make communication and the programme experience for members even more effective and relevant,” explains Bastian Mathes, Managing Director and Chief Product Officer at TRACK.
“Thanks to our long-standing partnership, TRACK knows our brand and our members extremely well. By expanding the scope of services to include all content management, we are ensuring that our communications across all channels will be consistent, relevant and efficiently coordinated – which will further enhance the quality of the brand experience for our members,” says Ann-Kathrin Buchna, Head of Marketing Communication at Miles & More.
About Miles & More
With over 30 years of experience in the loyalty sector and more than 25 years in both the retail business and financial environment, Miles & More GmbH is an absolute expert in successful, tailored customer communication and loyalty. Gerald Schlögl is the managing director of this wholly owned subsidiary of Deutsche Lufthansa AG, based in Frankfurt am Main.
As the Lufthansa Group’s loyalty programme, Miles & More offers its more than 39 million members access to an exclusive worldwide network of over 175 international partners throughout the entire travel chain and in everyday life. At the heart of this multifaceted programme, with its range of attractive benefits and exclusive travel privileges, is a world in which miles can be earned and redeemed for awards, and Points can be earned to achieve frequent flyer status. In addition, the programme offers numerous financial services, most notably the successful Miles & More credit card portfolio in cooperation with various banks in over 20 countries. Furthermore, as operator of Worldshop, Miles & More GmbH is responsible for worldshop.eu, the online shop which offers a selection of over 400 premium brands and more than 6,500 items, with ten Worldshop stores located in the Frankfurt, Munich, Düsseldorf, Hamburg, Berlin, and Vienna airports.