AVIOS

UK Consumer Promotional Tour

Objectives

  • Announcement of brand switch
  • Consumer introduction to Avios brand previously known as Airmiles
  • Engaging brand experience aligned with their fresh ATL campaign
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strategy

  • Nationwide tour
  • Demountable structure that could be set-up in high-footfall areas
  • Target shoppers and commuters
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solution

  • Travel design cues such as guidebooks, passports and suitcases reflecting the current campaign’s playful personality
  • Moving-image attractor-screens and vibrant central information point
  • Helping to further drive awareness, the digital platform allowed customers to interact easily with the specifics of the new brand
  • Create the world’s first fabric car made entirely from lace
  • Partner with credible & experienced Central St. Martins college graduate
  • Provide exclusive time-lapse & ‘meet the designer’ footage
  • Run competitions offering test drives & MANGO vouchers
  • Establish reviews programme
  • Commission consumer survey
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results

  • 84 print & online articles in national, lifestyle & design press
  • Total audience reach of 101 million
  • AVE value of £250,646