Lacek Unveils Elite Credentials for Continental Airlines
03.29.2007
MINNEAPOLIS, MN
A pioneer in the loyalty marketing category, The Lacek Group has managed one of the most prestigious marketing communications tools for Continental Airlines for the last three years. In 2007, Lacek focused on upgrading and updating the OnePass elite credentials kit to reflect the success of the OnePass program and also make its design cohesive with the overarching brand standards.
The OnePass elite credentials kit is a high-profile marketing piece that communicates OnePass benefits to Continental’s most loyal members on an annual basis. It uses a combination of aspirational photography, response-driving copy and other design techniques to list and explain the many benefits of elite OnePass membership. This year the kit features a number of customized elements, creating a more personalized relationship between Continental and its most valued customers.
“We’ve combined a series of innovative design and production elements that resulted in a kit that is easy to use and interesting to read, while staying aligned to the brand’s established attributes,” said Mark Weninger, chief creative officer at The Lacek Group. “From its striking photography and thoughtful layout to its highly customized presentation and simplified fulfillment, this credentials kit is a true success on many levels.”
Despite new challenges, complex technical processes and significant upgrades in production quality and design, the 2007 kit incurred a minimal increase in cost compared to previous years and mailed two weeks early.
“Words cannot express how impressed I am with the 2007 elite credentials,” said Phyllis Herring, marketing manager at Continental Airlines. “Lacek did an outstanding job producing these. This year's elite kit is the best that I have seen out of marketing and is first-class all the way. ‘Thank you’ and ‘great job’ just don’t express our satisfaction and appreciation enough!”
The Lacek Group is a data- and behavior-driven direct marketing agency specializing in the development, communication, and ongoing management of customer loyalty programs.
03.29.2007
MINNEAPOLIS, MN
A pioneer in the loyalty marketing category, The Lacek Group has managed one of the most prestigious marketing communications tools for Continental Airlines for the last three years. In 2007, Lacek focused on upgrading and updating the OnePass elite credentials kit to reflect the success of the OnePass program and also make its design cohesive with the overarching brand standards.
The OnePass elite credentials kit is a high-profile marketing piece that communicates OnePass benefits to Continental’s most loyal members on an annual basis. It uses a combination of aspirational photography, response-driving copy and other design techniques to list and explain the many benefits of elite OnePass membership. This year the kit features a number of customized elements, creating a more personalized relationship between Continental and its most valued customers.
“We’ve combined a series of innovative design and production elements that resulted in a kit that is easy to use and interesting to read, while staying aligned to the brand’s established attributes,” said Mark Weninger, chief creative officer at The Lacek Group. “From its striking photography and thoughtful layout to its highly customized presentation and simplified fulfillment, this credentials kit is a true success on many levels.”
Despite new challenges, complex technical processes and significant upgrades in production quality and design, the 2007 kit incurred a minimal increase in cost compared to previous years and mailed two weeks early.
“Words cannot express how impressed I am with the 2007 elite credentials,” said Phyllis Herring, marketing manager at Continental Airlines. “Lacek did an outstanding job producing these. This year's elite kit is the best that I have seen out of marketing and is first-class all the way. ‘Thank you’ and ‘great job’ just don’t express our satisfaction and appreciation enough!”
The Lacek Group is a data- and behavior-driven direct marketing agency specializing in the development, communication, and ongoing management of customer loyalty programs.
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