Avios Launches £1.25 Million Campaign in the UK to Drive Awareness of Currency

Avios Launches £1.25 Million Campaign in the UK to Drive Awareness of Currency 
LONDON, UNITED KINGDOM -- (Marketwired) -- 10/14/13 -- Avios, the
global travel rewards currency today launches a GBP 1.25 million
multichannel marketing campaign designed to build awareness and
promote consideration amongst consumers.  
The campaign concept, illustrating how items consumers purchase can
be turned into British Airways flights through Avios, aims to
demonstrate the range and breadth of ways to collect Avios, including
through new partners B&Q, Heathrow Express and RAC; as well as
existing partners including Tesco, TSB, Laithwaite's and Shell. 
Based on the strapline "Buy, Collect, Fly," the adverts depict a
carousel of items that can be 'bought' to collect Avios under the BUY
banner and flights that can be redeemed under the FLY banner, with a
clear call to action to the website www.avios.com.  
The campaign will cover London and the South East, running for six
weeks from today until the end of November 2013. Cover and reach will
be delivered by print and outdoor advertising with amplification via
the brand's digital and social media channels.  
The print adverts will appear in national media, and will be followed
by high impact and partner location-targeted outdoor adverts. Sites
will include the underground, rail and roadside with a large-scale
retail showcase presence at Westfield Shopping Centres. 
The creative was handled by 101, while Carat was responsible for
media planning and buying.  
Judy D'Albertson, Head of Global Marketing at Avios commented:  
"This campaign is another milestone on our journey in growing the
Avios currency brand. We've invested in the campaign in order to
drive awareness and promote consideration amongst consumers about the
Avios currency; as well as showcasing our exciting new Avios
collection partners. We want consumers to realise that they don't
have to change their everyday spending to collect Avios to use for
inspirational travel rewards; such as flights with British Airways,
holidays and days out." 
Avios is the global travel rewards currency for the Avios Travel
Rewards Programmes in the UK and South Africa, the British Aiways
Executive Club and Iberia Plus.  
For more information on ways to collect and use Avios, go to
www.avios.com 
About Avios (www.avios.com)   
Avios lets you turn the things you buy into flights and other travel
rewards. For all the ways to collect and use Avios visit
www.avios.com 
About Avios Group (AGL) Limited 
Avios Group (AGL) Limited is part of International Airlines Group
(IAG). It operates the global Avios travel rewards currency for the
Avios Travel Rewards Programmes in the UK and South Africa, British
Airways Executive Club and Iberia Plus.
Contacts:
Avios Press Office
Sirina Parr
0207 908 6481
sparr@lexisagency.com
aviosteam@lexisagency.com