JetPrivilege, one of world’s most successful customer loyalty programme which gained popularity by awarding JP Miles to frequent flyers of Jet Airways has now rebranded itself to Inter Miles. A move which was pretty much anticipated after the sad shut down of Jet Airways.
InterMiles intends to fulfil the evolving travel and lifestyle aspirations of discerning consumers.It will cater to both its award-winning loyalty and rewards programme,including the ubiquitous rewards, and recognition currency InterMiles.
At the press announcement of the rebranding exercise for InterMiles, Zameer Kochar,Vice-President, Marketing and Member Engagement of InterMiles, told Medianews4u that they are planning to launch a digital-led campaign from December 2019 to March 2020. He said, “We have already done a few of the teaser campaigns for our members via our website, email, and SMS.”
Adding Kochar said, “We will now translate this in the next few days to a mass media campaign, which will be a digital-led first approach, followed by other aspects with the 360 mix we’re putting together. It will broadly emphasise the fact which we are introducing in the reward and recognition currency of the programme.”
Talking about the company’s growth and journey, Kochar said focused on what keeps it ahead of competition and how it keeps the huge data of its users intact and absolutely safe.
On being asked about the timing of the rebranding exercise, Kochar said “The whole purpose of fulfilling aspirations of recreating truly rewarding memorable experiences. It was important to first get those platforms of choices created, which enabled consumers to come on that one strong solution which they would get various opportunities to bond and bond as part of our growth strategy and the reinforcement of it based on the feel from a timing perspective and it made sense to refresh it because the consumers a real so becoming extremely discerning.”
“In the digital age, keeping in mind their needs and requirements, it required a fresh look by preserving modernity, sophistication and exclusivity. It was a 16-month process that required a lot of consumer-inciting exercises from the architecture of the brand with the nomenclature to the visual identity to the typographic. It is apart of a transition and just the starting point. Later, we’ll get into aspects of docking of features.”
Talking about the differentiating factor of InterMiles Kochar said, “As most of them are about instant rewards and instant gratification and cash backs, we were focusing more on creating an alternative currency which rewards and recognises the journey of an individual for all the travel and lifestyle needs, and how we can play a larger role in terms of delivering value to them. We focus on experiences.”
Talking about the safety of consumer data Kochar said “We come under the GDPR norms. Data privacy and data usage issomething that we give utmost importance to. We have Chief Data Officers in the system to safeguard and protect the data. With intake all theinformation with consent, with the good intent to curate offers,deals, promotions and experiences that best suit the requirements ofthe members. It helps to do hyper localisation of such offers.”
“The re-branding of the InterMiles has nothing to do with the Jet Airways.” Said Kochar.
Continuing he said, “Being a separate independent entity, it had in the past launched a campaign to tell people about its existence and how their membership was safe and secured. We have not seen a drop in engagement because of the airlines issue. People can now clearly distinguish that this programme is an independent business.” Said Kochar.