Chris Jansen, who became managing director in June, changed the communications strategy after research by Dunnhumby, the customer insight and marketing specialist, found that travellers most identified with a "value" proposition.
Dunnhumby helped The Air Miles Travel Company optimise its customer data so that the messaging, special travel offers and imagery are relevant to the specific lifestyle of the customer and their individual relationship with the company.
All customers will receive a pack filled with travel offers and information about details about collecting air miles with key partners such as
Tesco, Shell, House of Fraser, Southern Electric and RBS/NatWest.
The direct marketing campaign coincides with enhancements to the website, which now includes an expanded hotel product range and airline offering.
"Our research insights have revealed just how important 'value' is to our customers -- we know that we can deliver fantastic value travel for them, so it is now vital that we communicate these messages throughout our marketing," Jansen said.
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