The British Airways-owned loyalty currency will work closely with its sister agency, TBWA\London, which handles Air Miles' £10m above-the-line creative account. It will develop a direct marketing strategy that reflects the brand's repositioning as a comprehensive travel service provider.
MBA will work on a series of campaigns that build on last year's Great Air Miles Giveaway, which launched at the same time as the Nectar brand was unveiled to UK consumers with a £50m marketing blitz.
The Giveaway was Air Miles' biggest-ever promotion and was regarded by travel industry experts as an effective vehicle for strengthening the Air Miles brand at a time of unprecedented competition. Launching in August, it offered 500,000 British Airways flights to 80 destinations worldwide.
More recently, Air Miles unveiled a promotion called Shine, which marked a departure for the business by targeting consumers who do not already collect the Air Miles currency.
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