Gulf Air Frequent flyer programme wins award

Gulf Air’s award-winning Frequent flyer programme (FFP) has won another international award by taking Bronze at the 2007 International Direct Marketing Association (DMA) ECHO Awards.

Gulf Air won this prestigious award under the Travel & Hospitality / Transportation category for its innovative FFP campaign. The award was presented during the DMA07 Conference and Exhibition at Chicago, held earlier this month.

The award follows the Gold award won by the airline in March this year for its FFP at the 2006 GMR Effectiveness in Marketing Awards (GEMAS).

“This is one more accolade for Gulf Air that bears testimony to our commitment to providing impeccable service to our FFP members through our marketing activities” says Gulf Air Acting Executive Vice President Marketing and Sales, Danny Barranger.

“We have reflected this commitment through our outstanding and innovative campaigns that have earned this award. Our Frequent flyer programme, which was re-launched in 2003, has grown from strength to strength and we are delighted at this prestigious recognition.”

OgilvyOne, Gulf Air’s loyalty marketing communications agency, prepared the entry for the awards. “We have been working with Gulf Air for a number of years now and it is wonderful to see that the efforts of the teams both at the agency and within Gulf Air gain recognition for the work they produce” adds Chief Executive Officer of the agency, James Duthie.

The annual DMA-ECHO awards honour talented marketers from around the globe whose stellar campaigns incorporate outstanding and innovative strategy, creative, database technique and astounding results.

“It is always great to win awards, but few are as gratifying as an ECHO. These awards are not just given on creative merit, but on tangible, business-building results” adds Duthie.

Since 2003, Gulf Air’s FFP has undergone widespread changes, including the development of a holistic, year-round, one-to-one approach, which is communicated to members in a targeted, timely and relevant manner.

The programme offers a range of advantages and benefits for its members, and unlike many other programmes, whose miles have a relatively short lifespan, Gulf Air Frequent flyer miles are valid for a whole 10 years.