GOLD
Client: Air Canada
Product: Aeroplan
Campaign: Elite 98
Agency: FCB Direct Canada
Creative Director: Guy Tassé
Copywriter: Deborah Geneau
Art Director: Michel Gosselin
Illustrator: Carl Lessard
They may be the tip of the iceberg when compared to the vast majority of Aeroplan members, but the importance of the Elite segment to Air Canada cannot be overstated. Elite members take six times as many trips as other Aeroplan flyers and they have very specific requirements of their air carrier that they expect to be met. It is therefore paramount for Air Canada to reward its Elite members with special privileges and benefits.
Addressed to Aeroplan members who had travelled enough to earn Elite status in 1998, Air Canada outlined its Elite program benefits using a professional, business-like tone in an elegant, stylish mailer. Special rewards, such as access to the airline’s Maple Leaf Lounges, flight upgrade certificates and priority check-in were offered and, through virtually every element of the campaign, members were reminded of their importance to the airline.
The results suggest that Elite members took the message to heart. The number of members who re-qualified for Elite status this year did so at rates that exceeded each of the previous four years.
SILVER
Clearnet Communications for its Clearnet PCS High-Value client loyalty kit, developed by Graffiti Direct & Promotion.
SILVER
The Loyalty Group for its Air Miles ‘Welcome’ direct mail package, developed by Wunderman Cato Johnson.
MERIT
Allstate Canada for its Allstate Customer Care kit, developed by Leo Burnett Company.
Also in the RSVP Awards issue:
– Tonight’s glory the culmination of a lot of hard work p.R4
– Tips from an RSVP insider: A veteran of the judging committee tells all p.R6
– Lifetime Achievement Award bestowed on Marilyn Stewart: Educator has devoted professional life to training, teaching and writing p.R8
– Sears Canada this year’s Directors’ Choice: Retailer honoured for its commitment to fully integrated marketing p.R10
– It’s all in the numbers: Judging an RSVP entry an exacting and methodical process p.R15
– RSVP Award Winner: Best of the Best p.R17
– RSVP Award Winner: Best Direct Mail p.R19
– RSVP Award Winner: Automotive Products and Services p.R20
– RSVP Award Winner: Business Products and Services p.R20
– RSVP Award Winner: Communications Products and Services p.R22
– RSVP Award Winner: Consumer Products and Services p.R22
– RSVP Award Winner: Creative p.R24
– RSVP Award Winner: Financial Services – Banking p.R26
– RSVP Award Winner: Customer Service p.R28
– RSVP Award Winner: Financial Services – Wealth Management p.R32
– RSVP Award Winner: Fundraising/Non-Profit Public Service p.R33
– RSVP Award Winner: Leisure/Travel Products and Services p.R34
– RSVP Award Winner: Telemarketing p.R36
– RSVP Award Winner: Multimedia p.R37
– RSVP Award Winner: Retailing p.R37
– RSVP Award Winners: Other p.R38
– RSVP Award Winner: Supplier p.R13
– RSVP Award Winner: Student p.R14
– Preliminary Judging Committee p.R39
– Senior Judges p.R40
– The Year in Review p.R42
