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Estonian Air to reward FFP members for social media interaction

19 Oct 2011 by BusinessTraveller

Estonian Air says it is to become the first airline in the world to launch a loyalty programme fully-powered by social media, and will reward members for being “strong advocates online”, even if they do not actually fly.

The carrier says that the new scheme, due to launch in late October, will reward customers and fans “for a variety of advocacy actions, like sharing their reviews of the airline on Facebook and tweeting a deal about the airline”.

It claims to be the first airline frequent flyer programme to reward customers “without even having to fly the airline”.

Specific details have yet to be revealed, but Estonian Air says that the “future of airline loyalty is now a pressing question given the growth of social technologies”. It claims that 88 per cent of frequent flyers use Facebook, and over 70 per cent of these users “would like to be part of a social loyalty programme too”.

The carrier will work with brand strategy consulting company Simplifying (whose clients include IATA, Turkish Airlines, Airbus, LAN Airlines, Jet Airways, Bombardier and Airbus ) to deliver the new scheme.

For more information visit estonian-air.ee.

Report by Mark Caswell

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