Signature TailWins Pilot Loyalty Program strategy and creative
Signature TailWins

Signature TailWins Pilot Loyalty Program

In an industry that relies on the highest levels of service, Signature Flight Support stands apart. In 2012, the world’s largest and best FBO network needed a rewards program befitting its industry leadership. Signature launched a groundbreaking pilot loyalty program and aviation card to complement and build upon its already-strong, values-added program: Signature Status.

Just like Signature Flight Support, Greteman Group is obsessed with service.

PATRICK SNIFFEN
VP marketing
Signature Flight Support
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The Target Market: Pilots, Crews, Schedulers, Dispatchers and Flight Departments

Our brand extension for the new Signature TailWins customer loyalty program included its own logo, messaging and color palette built on the Signature masterbrand.

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Designing a Rewards Program with Pizazz

For the rollout, coming-soon posters and counter cards appeared in domestic FBOs, building interest and awareness. Rack cards, point-of-sale stands, floor clings and posters were posted on launch day. Ads ran in trade publications. Staff at the NBAA Schedulers & Dispatchers Conference in San Diego and at Signature FBOs sported “Ask-Me-About-TailWins” buttons. Signage and materials in Signature’s conference booth put TailWins front and center.

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Building Interest and Engagement

We used email blasts, an animated video and business-card-sized scout cards (placed in S&D registration bags) to drive people to online content. A website landing page offered program details and a link to a branded membership rewards site. We designed the site to function well on any device; stand out with clean, modern design; and offer at-a-glance delivery of such key statistics as total reward points and membership level. The site seamlessly integrates with Signature’s real-time prize-redemption platform.

We know how to appeal to and connect with movers and shakers and the pilots who transport them.

ASHLEY BOWEN COOK
agency VP and brand director
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TailWins Wins Over Customers

Sign-ups within the first 48 hours more than exceeded expectations, and the program continued to gain speed. Like an aircraft with a strong tail wind. The worldwide version launched at EBACE. The good, good, good vibrations generated by this program said it all – Signature’s customers loved TailWins.


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