Malaysian Airlines’ Enrich grabs Bronze for ‘Best Partnership in Loyalty Program’

Malaysia Airlines Berhad’s frequent flyer program Enrich, was awarded the Bronze winner in the category of ‘Best Partnership in a Loyalty Program’ for its collective campaigns and collaboration with Visit Britain, bank and lifestyle partners at the recent ‘Loyalty and Engagement Awards 2016’, held at Shangri-La Hotel, Singapore. The three campaigns that were part of this collaboration were ‘Bank Conversion’, ‘London Double Miles’ and the ‘London 50% Redemption’.

This is the second time Enrich has won in this category. Last year, The ‘Enrich Hearts Australia’ campaign, in collaboration with Tourism Australia, was awarded Silver winner in the ‘Best Partnership in a Loyalty Program’ category at The Loyalty and Engagement Awards 2015.

Introduced in 2013, the ‘Loyalty & Engagement Awards’ supports Marketing magazine’s mission of elevating marketing standards and practices in the region and is the only award in Asia Pacific that focuses completely on customer loyalty and engagement. More than 80 client organisations were shortlisted across 30 categories, and entries were evaluated and judged by a panel of experienced loyalty, engagement and relationship marketers and industry experts.

Enrich submitted two entry categories at the Awards; ‘Best Partnership in a Loyalty Program’ and ‘Best Use of Social’.

According to Malaysia Airlines’ Head of Enrich Loyalty Program, Khairul Nisa Ismail, “This is a true recognition for Enrich, to have won this award under the partnership category. This is a holistic campaign which involved member appreciation through special discount levels, credit card conversion enabling card members the opportunity to have more Enrich miles for redemption and also rewarding members with double miles for front end cabin tickets to the UK. We also collaborated with lifestyle partners in offering hotels and car rentals with bonus miles to complete our members’ travel.’

“We would like to thank the respective partners for all their support in driving the success of these campaigns.” added Nisa.

In October 2015, Enrich collaborated with Visit Britain for Enrich Luxe UK in bringing selected Platinum members to the UK on Malaysia Airlines’A380. The selected members were provided 5-star accommodation and transportation to UK’s most breathtaking attractions in London, Bath and the Cotswolds. Using the content from this program, Enrich offered two separate tactical redemption campaigns that offered double miles when members booked flights to London and also offered 50% off miles on flights to London in February 2016.

These campaigns further pushed London as a preferred destination whilst reaffirming the twice daily schedule to London on the A380. Gearing up to the redemption offer, Enrich collaborated with top bank partners to do a Bonus Miles campaign to drive credit card points conversion to Enrich Miles.