August 2012
10 Associates Document Document prepared for LBA
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The brief To revitalize the LBA rewards programme. The following pages start with our observations about the current offering and then follow with four creative options where we have developed a name and identity together with a rationale for each.
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Observations · The current location on the website is below ‘the fold’ on the home page · It needs a call to action/sign up box on the top right of the home page · It is a bit confusing and vague - there needs to be more info about the benefits · It sits next to other offers on the website, so we have to have clarity about what the rewards programme offers · We have to ask: “What’s in it for me? Why would I?” · Maybe you are entered into a competition as part of the sign up - people want instant gratification · Make it more engaging and exciting - fun even · Say it is easy and free to join - a ‘no brainer’ · Make it work harder across the social media platforms · Do an initial ‘campaign’ around the airport/online · Make the benefits as appealing as possible - amazing, valuable, too good to miss... ©10 Associates 2012
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Option 1 Name: Go. Strapline: Join Save Win Enjoy (individual icons for these could be created)
Rationale: It is a call to action Click‘n’pick (and go go go...) Advance to go (ie you join in advance of travel) It is dynamic, clear and catchy A great platform to use for the different benefits (see next slide)
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Logo:
Go. REWARDS
JOIN · SAVE · WIN · ENJOY
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Option 1
Go. REWARDS
JOIN 路 SAVE 路 WIN 路 ENJOY
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Go.save Go.win Go.shop Go.treat
Go.news Go.vouchers Go.park Go.happy
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Option 2 Logo option:
go.
REWARDS
go.
REWARDS
JOIN · SAVE · WIN · ENJOY
JOIN · SAVE · WIN · ENJOY
Option 1
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Option 2
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Option 2 Name: My.Fly Strapline: Your Airport. Your Rewards Rationale: It makes the customer feel special It is about ownership, it’s all about you It is about individuality - what ‘I want’ It is dynamic, clear and catchy A great platform to use for the different benefits (see next slide) and also inspires an initial campaign idea:
Logo:
my Your Airport · Your Rewards
Yourkshire Rewards
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Option 2
my.
my.Choice my.Savings my.Competitions my.Parking my.Rewards my.Holiday
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Option 3 Name: Bluesky Strapline: Reap the rewards
Logo:
Bluesky
Reap the Rewards
Rationale: It sounds like the sky’s the limit There is a great choice of rewards The rewards have a greater perceived value It is aspirational It has an obvious link with flying It is modern, fresh and appealing It represents optimism - blue skies, sun shining etc ‘I’m a Bluesky flyer’
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Option 3 Logo options:
Bluesky
Reap the Rewards
Option 1
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Bluesky
Reap the Rewards
Option 2
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Option 4 Name: Advance Strapline: Smart Rewards Rationale:
Logo:
>
advance
A call to action - join in advance Get the advantage, get ahead of the rest - ie be smart The rewards have a greater perceived value It is modern, dynamic and strong It means: to move forward, progress The greater than symbol in the logo means that you get lots of choice/rewards
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Next steps Once you have chosen which route you want to proceed with, we suggest that we do some development work: 1. Craft the benefit copy, expanding the offers and change the tone of voice so it is more engaging, friendly, enticing etc... 2. Show how we would see it working on the home page of the website and how it looks through the customer journey from sign up to delivery 3. Create a ‘launch campaign’ to represent the programme
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B E L I E V E IN BR A ND AC H I E V E M E N T
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Thank you
10 Associates Brand, Design & Digital Email hello@10associates.co.uk Website www.10associates.co.uk
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