TRACK gets creative with airline jargon

Hamburg, November 2017: Miles & More launched a new wide-reaching campaign with one simple aim – to acquire new members. For this purpose, the frequent flyer and awards program placed oversized advertisements at Berlin and Dusseldorf airports that featured creative motifs fashioned from airline jargon.

Upon registration, new Miles & More members could earn an additional 8,000 award miles with select partners during the campaign period. Europe’s leading frequent flyer and awards program drew attention to the promotion with a major online and offline campaign. At Berlin and Dusseldorf airports, travelers were greeted by eye-catching posters, displays, and mobile ads. Additional displays, screens, and other materials promoting the offers were placed at the POS of participating partners.

The above-the-line (ATL) materials were aimed above all at attracting new members. The promotion targeted travelers living in Germany. “We want to gain new members for our program, while at the same time show the great diversity offered by our Miles & More partners,” explained Thorsten Schlothane, Director Marketing Miles & More GmbH. “With the current campaign, we decided to take an extra-creative approach, which we displayed on large-format OOH spaces at airports. In this way, we can reach as many potential members at the major points of contact: on their journeys.”

New members received an extra “welcome bonus” of 1,000 award miles for their first booking with Avis, Europcar, Eurowings, Hertz, Lufthansa, Sixt, and Miles & More Online Shopping in addition to the award miles they have already earned. New members could earn a further 500 award miles by subscribing to the Miles & More newsletter and also by downloading the app and logging in for the first time.

The campaign was developed and implemented by TRACK. The Hamburg agency won the CRM account at the beginning of the year following a pitch process that lasted several rounds. The aim of the cooperation is to build up data-triggered customer communication and create personalized, attractive materials for members as well as partners.

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