Oneworld alliance members American Airlines and British Airways are launching the Miles Millionaire contest, their first major joint promotion in the U.S. for frequent flyers of both airlines.
The campaign targets business customers who have little time to travel for leisure. Its theme is "The Wanderlust: An overwhelming urge to travel for fun."
Email outreach to frequent flyer program members kicked off the campaign, encouraging members to register for the Miles Millionaire Contest, which could "Cure your Wanderlust with 1 Million Miles."
The campaign is being promoted on both airlines' websites, Facebook and Twitter pages, and YouTube channels. The campaign's YouTube video dramatizes business travellers' need for a vacation by incorporating lines such as "I've been to London, Hong Kong and Berlin. Boardrooms look about the same."
Four winners -- two American Airlines AAdvantage Program members and two British Airways Executive Club members -- will be offered the opportunity to receive 1 million frequent flyer miles each.
Created by OgilvyOne in New York and Durham, N.C., the campaign provides an original way to communicate with loyal customers while also driving new acquisitions, says Anne Tedesco, VP marketing, North America at British Airways. "Also, by creating Miles Millionaires on top of a typical bonus miles promotion, we are using the campaign to set ourselves apart from our competition," she says.
During the contest, eligible customers will receive a contest entry email in which they will have the opportunity to submit an essay answering the question: "If you were cured of the Wanderlust with 1 Million Miles, where would you go and what would you do there?" Online voting by the contest entrants' social networks and the general public will then help determine which four customers will become "Miles Millionaires."
Customers can enter at www.aa.com/wanderlust or www.ba.com/wanderlust. Travel on eligible flights must be completed by June 30 and the essay submission period ends July 15.