Continental Airlines OnePass: 2008 Elite Credentials

Challenge:
The annual Continental Airlines OnePass elite credentials kit is designed to communicate elite-level benefits to its most loyal members. The Lacek Group was challenged with the task of redesigning the member cards and finessing the kit’s components to increase appeal and improve readability. Lacek also took responsibility for managing kit fulfillment in a short timeframe.


Solution:
Striking photography, innovative design and a new fulfillment vendor resulted in an extraordinary 2008 credentials kit. The membership cards were designed with pearl and metallic inks, which created in an upscale look suitable for this audience. The letter and guide incorporated new easy-to-navigate layouts that featured the program’s most important benefits upfront. The new fulfillment vendor that Lacek partnered with was able to meet tight deadlines, significantly improve deliverability and establish new processes to enhance ongoing fulfillment.


Results:
Lacek exceeded all client expectations. The new membership card design was held in the highest regard by Continental and openly praised by elite members. Lacek also managed to reduce the fulfillment timeframe by two full months and significantly improve the deliverability rate from previous years. And a real-time inventory system was established to effectively monitor the kit components. Since this was Continental’s most successful elite credentials implementation of all time, Phyllis Herring, marketing manager at Continental Airlines exclaimed, “You’ve achieved rock-star status.”