We launched a national promotion, named the Mile-ionaire™ Giveaway. This was a great demonstration of how we can work with multiple Sponsors and brands, while delivering one cohesive voice throughout the various creative components of the campaign. It is an ownable concept that exemplifies what the possibility of a Million Miles could mean to a Collector. To generate hype before launch, we sent teaser emails and ads that encouraged people to register for a reminder email on launch day. After launch, we sent targeted emails and online ads to drive AIR MILES Collectors to a microsite to print coupons and share their Mile-ionaire Dreams.
As Senior Graphic Designer, my role was to work alongside the Art Director, to help with design and to manage the roll-out of the campaign over various printed formats with the assistance from 1 – 2 Freelance Production Artists.
In five weeks, 360,000 people visited the site and 340,000 coupons were printed. The promotion achieved an overall mile issuance of 205% over target, and generated a 17% response rate.
The Mile-ionaire campaign won a Silver Ripple Award at the Canadian Marketing Association (CMA) Award Show 2010, under the category ‘Consumer Services, Promotion’.
Mile-ionaire wins a Silver Ripple at the CMA Awards.