Elite Credentials for Continental Airlines
2007
Challenge:
The annual Continental Airlines OnePass elite credentials kit is the main vehicle for communicating elite benefits to the OnePass program's most loyal members. The Lacek Group was asked to update the kit, increase its overall appeal and more clearly communicate the benefits of exclusive membership while maximizing the recognized brand elements and staying within strict budget parameters.
Solution:
A combination of striking photography, innovative design and advanced technology resulted in an extraordinary credentials kit in 2007. Aspirational product- and service-oriented four-color photography visually compliments key member benefits and helps guide the reader through the kit. The member guide’s layout is easy to navigate, with a simple at-a-glance style summary drawing attention to the most important program attributes. Additionally, the complex fulfillment process was streamlined and quality control was improved by implementing the use of scannable barcode technology and a fully automated lettershop process.
Results:
Lacek exceeded expectations by ensuring the kits arrived in-home, domestically and internationally, two weeks earlier than in previous years. From a budgeting perspective, the 2007 kits –- despite significant upgrades in production quality and design –- incurred costs comparable to previous years. And client satisfaction is at an all-time high. "This year's elite kit is the best that I have seen," said Phyllis Herring, marketing manager at Continental Airlines.
2007
Challenge:
The annual Continental Airlines OnePass elite credentials kit is the main vehicle for communicating elite benefits to the OnePass program's most loyal members. The Lacek Group was asked to update the kit, increase its overall appeal and more clearly communicate the benefits of exclusive membership while maximizing the recognized brand elements and staying within strict budget parameters.
Solution:
A combination of striking photography, innovative design and advanced technology resulted in an extraordinary credentials kit in 2007. Aspirational product- and service-oriented four-color photography visually compliments key member benefits and helps guide the reader through the kit. The member guide’s layout is easy to navigate, with a simple at-a-glance style summary drawing attention to the most important program attributes. Additionally, the complex fulfillment process was streamlined and quality control was improved by implementing the use of scannable barcode technology and a fully automated lettershop process.
Results:
Lacek exceeded expectations by ensuring the kits arrived in-home, domestically and internationally, two weeks earlier than in previous years. From a budgeting perspective, the 2007 kits –- despite significant upgrades in production quality and design –- incurred costs comparable to previous years. And client satisfaction is at an all-time high. "This year's elite kit is the best that I have seen," said Phyllis Herring, marketing manager at Continental Airlines.
© 2008 The Lacek Group. 900 2nd Avenue South, Suite 1800, Minneapolis, MN 55402 | 612.359.3700 | info@lacek.com