AIR MILES Marketing

Retaining the attention and interest of 10 million Canadian AIR MILES collectors was a challenge for AIR MILES, and doing so required a personalized DM strategy on a scale like no other. In an unprecedented move for the company, AIR MILES targeted three million collectors with 60 million unique data components. The packages were geared towards offering each and every one of its collectors customized content and information. Considering the sheer complexity of the task, AIR MILES’ big idea required the company to rethink traditional printing without breaking the bank. With this in mind, AIR MILES combined digital lasering equipment, high-speed accumulators and traditional inserting machines in a way that had never been done before, taking what would have required 13,500 machine set-ups and reducing it to 45. Role Senior Graphic Designer, my role was to work alongside the Art Director to help with image sourcing and design, to manage the roll-out of all printed pieces with the assistance from 1 – 2 Freelance Production Artists. Results 1,846,612 unique packages for the campaign, garnering a 7 percent response rate and an offer redemption increase of 40 per cent. The Collector Update campaign won a Gold Ripple Award at the Canadian Marketing Association (CMA) Award Show 2010 under the category ‘Direct 1-1, Consumer Products’.