Avios - The Big Reward

Avios - The Big Reward

Travel rewards currency Avios (previously known as Airmiles) – which is the frequent flyer currency of the British Airways and Iberia loyalty programs – in June launched its ‘Big Reward’ campaign which offered the UK public the chance to win 50 pairs of BA flights by nominating someone to say thank you.

The objective of the campaign was to increase awareness and understanding of Avios as a travel rewards currency. The Big Reward campaign kicked off with a nominate call on Channel 4 TV. In the spot, comedian Chris Ramsay devotes a day to spending GBP250,000 on a host of items which are then donated to Avios’ charity partners. The reward points earned from the shopping spree are then converted into flight tickets for fifty deserving winners.

Friends and family could then submit nominations for people who have done something special for them. Over 2,500 thank you nominations were submitted in total. Among the winners were carers, inspirators and Rosemary - an elderly lady who saved the lives of 30 soldiers from the D-Day landing.

Avios then took over an entire Channel 4 commercial break on July 25th with a 3-minute spot that showed the heartwarming quest to turn travel rewards points into gifts for those who need them most.

The finale film will continue to run in a shorter edited 90”, 60” and two 20” spots on social media, including a competition to win further travel-related prizes. The 3-minutespot which will also be shown onboard BA flights.