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The group's new identity, created by Lambie-Nairn, will be unveiled in a campaign through Partners Andrews Aldridge that launches on 24 April.

It will take in outdoor, online and press ads as well as sponsorship activity with Classic FM.

The work will feature the strapline 'Rewarding experiences every day' and use bespoke outdoor executions tailored to local areas.

AirMiles is also tying with The Times to promote its scheme.

Sarah Wood, director of marketing at AirMiles, said the identity is designed to provide greater differentiation in a crowded reward marketplace. 'More people are using loyalty schemes but, unless they focus their spend on one scheme, they won't get the maximum returns,' she said. Wood added that collectors of AirMiles have a significantly higher spend than other consumers.

The company is also introducing value AirMiles 'fares' to its top 20 destinations, to gain a competitive edge over rivals such as Nectar, which offers a variety of rewards. The new pricing scheme will offer flights at guaranteed AirMiles fares, which have been reduced by up to 40% and will not vary, to enable consumers to know exactly how many AirMiles they need for each destination.

Later this year, AirMiles plans to extend its rewards programme to cover a variety of restaurants. It follows the development of a collection partnership with 80 online shopping retailers including JohnLewis.com and Carphone Warehouse.