Qantas Loyalty to kick off marketing push after launch of frequent flyer portal
Qantas has created a new online hub for its 10 million Frequent Flyer members with a major marketing blitz set to begin early next week.
The launch of qantaspoints.com will include a new ‘online mall’ featuring a range of partners enabling members to earn points when they shop online. Brands include David Jones, Apple, Selfridges, eBay and Macy’s.
Surprisingly, it is the first time a dedicated portal has been created for its Frequent Flyers program with members previously accessing their account through the core Qantas.com flight booking website.
The marketing push will include Razorfish-designed ads of a cartoon-style city featuring Qantas Frequent Flyer partner companies. The ads carry the tagline ‘Discover a whole new world of Qantas points’.
Is the site meant to work yet? As I cannot login..
If only Qantas put as much effort into running the airline?
This release neglects to mention that the site was designed by 303Lowe after a pitch against RGA and Razorfish. And yes, it is meant to work. However, there are many improvements still being made. Patience please!
@Credit – this disclosure is very interesting indeed. Thanks for the background!
Ughhh that font.
Wonder whether that was an agency or client decision to use it so heavily.
A portal isn’t the problem. (would have been good to think a bit more about simplification for the member in this case)
The problem is that points mean nothing to nobody today.
Loyalty thinking needs a real kick in the ass to make it relevant in todays more immediate society.
So may opportunities, so little innovation in my opinion.
So it’s a website designed by an agency that couldn’t build it, that doesn’t work.
That’s cleared that up.
“Tully said TV was not considered among the marketing mix because Qantas Points is a digital medium.”
Flawed logic encountered regularly. The idea that online products and services should only be promoted online is facile. Brands, online or not, should use the best media tactics available to achieve given communications tasks. In many instances, the channels that are best placed to get someone to a website are offline. Consider Progressive Insurance’s extensive use of television, despite being an online insurer.
Also, it’s news that Qantas are looking to bring some of their media buying in house isn’t it?
To the commentor above, 303 did front end only.