Mango, voted the 2nd Coolest Domestic Airline in 2018, was approached by TLC Marketing to try and change that 2nd to 1st! The airline industry faces intense rivalry between competitors therefore TLC Marketing’s focus was to make the opportunity cost of choosing Mango over other airlines more attractive. While incentive marketing is used extensively in banking and FMCG, the airline industry in South Africa has not explored added value benefits beyond air miles or discounted flights to drive increased volumes via customer conversion and this is the foundation of Mango’s latest campaign. The campaign, launched mid-July 2019, required a strong added-value set of rewards that appealed to a broad audience, suiting different lifestyle stages & demographics.
TLC Marketing is offering 3 million reward opportunities to Mango’s customers during the promotional period. The rewards on offer focuses on the needs of the consumers. Participants can select up to three (3) rewards of their choice to the total value of R2000 for each flight purchased. The range of these rewards include entertainment, days out, dining, fashion, pamper and accommodation.
Mango has launched a massive above-the-line campaign that is supported by various marketing channels namely, emails, SMS’s, radio adverts and digital marketing.
The campaign was launched mid-July and results will be published upon completion of the campaign.
For more information, visit https://www.gorewards-flymango.com/
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