Emirates Skywards Tier Advancement initiative.
We created a specific campaign to drive members close to the next tier to make the jump.
Incentivising the incremental.
Thousands of Emirates Skywards members were less than two flights away from advancing to the next tier, and most weren't aware of that fact. Our job was to make them aware and give them a reason to book.
The insight
Loyalty members crave status and the benefits that come with it. Across the Blue, Silver and Gold tiers there were thousands of members who were very close to attaining the next tier and with it, a higher status. Their propensity to book to gain this upgrade was already high. We simply needed to make it clear to them just how close they were.
Structured and personalised communications.
Single customer view
We could see just how close thousands of members were to the higher tier.
Tier gap, in Miles
Every email was tailored to tell a member exactly how many Miles would have them reach the next tier.
Routes they actually fly
We gave example flights based on their travel activity to show how easy the jump would be.
Updated after every flight
If they needed two and took one, we contacted them later to update exactly where they needed to fly.
The campaign spoke directly to members already within reach of the next tier — and the benefits that came with it.
A repeatable, commercial result.
Over 1,500 members
Upgraded to the next tier of the Emirates Skywards programme.
Over USD 2 million
Of incremental revenue gained through the additional flights booked to reach tier.
A consistent initiative
Once rolled out and proven, this approach was regularised to help members achieve the next tier.