Avios is the new name for AirMiles - it’s the currency behind the Avios Travel Reward Programme and the British Airways Executive Club. Our job is to help people collect faster and to redeem their Avios on something they’ll really enjoy. Recently the '£50 challenge' work exceeded expectations, with the Cash and Avios product becoming 9.2% of redemptions and an average 2,800 Avios redeemed per single journey.
To celebrate the fact that members can now use their Avios to get up to £50 off selected British Airways flights, we sent comedian Chris Ramsey to Marrakech to see what he could get up to with the £50 he saved on his flight. The result? An entertaining destination feature showing you can have a lot of fun with 50 quid.
We also sent TV presenter Laura Whitmore to Berlin, and gave her a 12 hour challenge to experience as much as she could with the savings she made courtesy of Avios.
To encourage Avios members to make use of their accumulated travel currency, MBA created Avios Inspired – a hub of engaging global travel content. The hub aims to inspire adventures with a constantly updating stream of image-rich articles, whilst also giving Avios a new opportunity to talk to their customers directly.
With Suitcase, we've used gamification principles to encourage people to engage with Avios on social channels, and earn stickers and Avios for doing so.
We created a series of templates to help members collect and redeem Avios faster with relevant and inspirational content to help them make decisions.
At Avios we are on a drive to change our approach to marketing. MBA have been integral in helping us drive this forward. The team are highly collaborative, agile and understand how to turn business problems into areas of great opportunity. They are a true agency partner.
Paul Clarke Head of Global Marketing, Avios