Travel loyalty programme Avios, which rebranded from AirMiles in 2011 and operates the British Airways Executive Club, has appointed Soul to its direct marketing business following a competitive pitch process involving eight other agencies.
As a key partner in helping Avios reach its goal of becoming the leading global travel rewards business by 2020, Soul will undertake all CRM and direct marketing brand work globally.
The agency will begin with a strategic review, redefining Avios’ marketing planning and customer lifecycle. The partnership will transform how Avios speaks to customers, using a combination of smart technology and AI to analyse customer data and create what the company calls “meaningful content and interactions”.
Soul will work closely with Avios’ global brand partners to develop templates for Avios currency communications and ensure campaigns are integrated across those partners to aid cohesion, impact and improve the customer experience.
Avios head of CRM Dina Yacob said: “We are very excited to partner with Soul as we strive to create the best possible experience for our customers. Our focus is to drive personal and relevant conversations and creating rewarding, valuable and long lasting relationships. Despite strong competition, Soul was the agency best placed to help us deliver on that vision.”
Soul chief executive Mike Cullis added: “As CRM agency partner, our role will be to take the Avios brand essence of ‘time well spent’ and make this personal and valuable for every customer. It’s about applying our 1:1 communications mantra to the brand on a day to day basis so it’s meaningful and helpful, rather than just CRM noise that bombards so many people nowadays.”
The win is on the back of other recent successes for Soul, including retained business from SSE and broadband player Relish and an expansion into larger offices in Farringdon.
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