Australia’s premier airline, Qantas, run a successful loyalty scheme – Qantas Frequent Flyer, which rewards members with Qantas Points that they can exchange for products and services at a number of outlets, including the Qantas Store.

How they did it

• Qantas Loyalty wanted to shift from offer-led to inspiration-led content to help them deliver YOY increases in activity for two key campaigns: Christmas (Nov-Dec 2018) and Homewares (Apr 2019).

• They did this by producing a range of multi-channel content that featured two ‘magalogues’ – a combination of hero product shots and inspirational editorial.

The results

• The Christmas publication delivered a 114% increase in activity among loyal segments and a 45% increase in dormants.
• This led to a 249% increase in online mall activity among loyal members, and a 13% increase in reactivated dormants.
• Meanwhile, the Homewares campaign experienced major growth across appliances (135%), homewares (129%) and technology (46%), with an overall store growth of 15%.

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