Avios

Avios

October 14, 2013 10:25 ET

Avios Launches £1.25 Million Campaign in the UK to Drive Awareness of Currency

LONDON, UNITED KINGDOM--(Marketwired - Oct. 14, 2013) - Avios, the global travel rewards currency today launches a £1.25 million multichannel marketing campaign designed to build awareness and promote consideration amongst consumers.

The campaign concept, illustrating how items consumers purchase can be turned into British Airways flights through Avios, aims to demonstrate the range and breadth of ways to collect Avios, including through new partners B&Q, Heathrow Express and RAC; as well as existing partners including Tesco, TSB, Laithwaite's and Shell.

Based on the strapline "Buy, Collect, Fly," the adverts depict a carousel of items that can be 'bought' to collect Avios under the BUY banner and flights that can be redeemed under the FLY banner, with a clear call to action to the website www.avios.com.

The campaign will cover London and the South East, running for six weeks from today until the end of November 2013. Cover and reach will be delivered by print and outdoor advertising with amplification via the brand's digital and social media channels.

The print adverts will appear in national media, and will be followed by high impact and partner location-targeted outdoor adverts. Sites will include the underground, rail and roadside with a large-scale retail showcase presence at Westfield Shopping Centres.

The creative was handled by 101, while Carat was responsible for media planning and buying.

Judy D'Albertson, Head of Global Marketing at Avios commented:

"This campaign is another milestone on our journey in growing the Avios currency brand. We've invested in the campaign in order to drive awareness and promote consideration amongst consumers about the Avios currency; as well as showcasing our exciting new Avios collection partners. We want consumers to realise that they don't have to change their everyday spending to collect Avios to use for inspirational travel rewards; such as flights with British Airways, holidays and days out."

Avios is the global travel rewards currency for the Avios Travel Rewards Programmes in the UK and South Africa, the British Aiways Executive Club and Iberia Plus.

For more information on ways to collect and use Avios, go to www.avios.com

About Avios (www.avios.com)

Avios lets you turn the things you buy into flights and other travel rewards. For all the ways to collect and use Avios visit www.avios.com

About Avios Group (AGL) Limited

Avios Group (AGL) Limited is part of International Airlines Group (IAG). It operates the global Avios travel rewards currency for the Avios Travel Rewards Programmes in the UK and South Africa, British Airways Executive Club and Iberia Plus.

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