I thought I’d share this beautiful member loyalty piece with you. With insightful use of data (and a fabulous gift!), it is something the member will keep.
Virgin Atlantic wanted to both acknowledge the handful of passengers in their Flying Club who had travelled over a million miles with them and cement their relationship with these high-value travellers.
Many loyalty programmes are typified by disposable trinkets or generic experiences.
But the passengers who had flown a million miles with Virgin deserved a unique memento of the thousands of hours they had spent with the brand.
The data relating to every flight they had made was plotted so that the exact altitude, longitude, latitude and moment at which they had reached their millionth mile could be precisely pinpointed.
That meant the captain of that aircraft and their destination could be identified before all the data was turned into a beautiful piece of personal art, a one-off.
This was mailed to every Million Miler along with a set of Master & Dynamic headphones, ideal for using on future trips, with a personal thank you from Sir Richard Branson.
Everything about this is careful and delightful.
Who wouldn’t want to receive the visualised data of every flight they’d made with Virgin, personalised with the precise date and location of their plane as they went through the million-mile barrier?
Seriously, you couldn’t just throw it away.
Especially if it came in a beautifully constructed box with a note from Sir Richard himself and a set of snazzy headphones.
What Virgin are doing here is buying the next million miles of their frequent flyers and even if it looks costly, against the lifetime spend of those individuals, it’s cheap as chips.
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