Rewards scheme presentation

©10 Associates 2012 www.10associates.co.uk

10 AssociatesDocument

Document prepared for LBA

August 2012

©10 Associates 2012 www.10associates.co.uk 2

The briefTo revitalize the LBA rewards programme.

The following pages start with our observations about the current offering and then follow with four creative options where we have developed a name and identity together with a rationale for each.


Observations· The current location on the website is below ‘the fold’ on the home page· It needs a call to action/sign up box on the top right of the home page· It is a bit confusing and vague - there needs to be more info about the benefits· It sits next to other offers on the website, so we have to have clarity about what the rewards programme offers· We have to ask: “What’s in it for me? Why would I?”· Maybe you are entered into a competition as part of the sign up - people want instant gratification· Make it more engaging and exciting - fun even· Say it is easy and free to join - a ‘no brainer’· Make it work harder across the social media platforms· Do an initial ‘campaign’ around the airport/online· Make the benefits as appealing as possible - amazing, valuable, too good to miss...


Option 1Logo:

Go. REWARDSJOIN · SAVE · WIN · ENJOY

Name:Go.

Strapline:Join Save Win Enjoy

Rationale:It is a call to actionClick‘n’pick (and go go go...)Advance to go (ie you join in advance of travel)It is dynamic, clear and catchy

(individual icons for these could be created)

A great platform to use for thedifferent benefits (see next slide)


Option 1

Go.Go.saveGo.winGo.shopGo.treat

Go.newsGo.vouchersGo.parkGo.happy

REWARDSJOIN · SAVE · WIN · ENJOY


Option 2Logo option:

Option 1 Option 2

go. REWARDSJOIN · SAVE · WIN · ENJOY

go. REWARDSJOIN · SAVE · WIN · ENJOY


Name:My.Fly

Strapline:Your Airport. Your Rewards

Rationale:It makes the customer feel specialIt is about ownership, it’s all about youIt is about individuality - what ‘I want’It is dynamic, clear and catchy

Option 2Logo:

Your Airport · Your Rewards

my

A great platform to use for thedifferent benefits (see next slide)and also inspires an initial campaign idea:Yourkshire Rewards


Option 2

my.Choice

my.Savings

my.Competitions

my.Parking

my.Rewards

my.Holiday

my.


Name:Bluesky

Strapline:Reap the rewards

Rationale:It sounds like the sky’s the limitThere is a great choice of rewardsThe rewards have a greater perceived valueIt is aspirationalIt has an obvious link with f lyingIt is modern, fresh and appealingIt represents optimism - blue skies, sun shining etc‘I’m a Bluesky f lyer’

Option 3Logo:

BlueskyReap the Rewards


Logo options:

Option 3



Option 1 Option 2


Name:Advance

Strapline:Smart Rewards

Rationale:A call to action - join in advanceGet the advantage, get ahead of the rest - ie be smartThe rewards have a greater perceived valueIt is modern, dynamic and strongIt means: to move forward, progress

The greater than symbol in the logo meansthat you get lots of choice/rewards

Option 4Logo:

advance>


Once you have chosen which route you want to proceed with, we suggest that we do some development work:

1. Craft the benefit copy, expanding the offers and change the tone of voice so it is more engaging, friendly, enticing etc...

2. Show how we would see it working on the home page of the website and how it looks through the customer journey from sign up to delivery

3. Create a ‘launch campaign’ to represent the programme

Next steps


B E L I E V E I N

BR A N DAC H I E V E M E N T

©10 Associates 2012

Thank you

10 Associates Brand, Design & Digital

Email [email protected]

Website www.10associates.co.uk

www.10associates.co.uk

Rewards scheme presentation

Documents

holida associates

slide10 associates

win enjoy10 associates

logo options

thedifferent benefits

win enjoyname

win enjoyrationale

win enjoygo