In an unexpected move, Velocity Frequent Flyer is giving back the points member’s spent on unromantic items in the lead up to Valentine’s Day.
Velocity has found toasters, kettles, vacuums and many other unromantic items had been purchased with Points in the lead up to Valentine’s Day, when they could have been used for romantic getaways.
The Valentine’s Day Redemption program, created by CHE Proximity, launches with CEO, Karl Schuster, addressing members declaring that the Points will be given back. Schuster then encourages them to use their refunded Points on a flight with Virgin Australia, at a 30 per cent off redemption discount.
Velocity will credit back up to two million Points that can now be spent on flights. Members also get to keep their toasters, kettles and vacuums.
Ant White, chief creative officer said: “Every client is swimming in data, but when you look at it differently, it can become the inspiration for something bigger. When we saw what was going on in the lead up to Valentine’s Day, it was the perfect insight to create a moment that connects with Velocity’s members.”
Dean Chadwick, CMO Velocity Frequent Flyer said: “With a member base of over eight million people, we knew we’d find some interesting redemption data in the lead up to Valentine’s Day. Along with our partner CHE Proximity, we’re on a mission to use data to surprise our members in fun and interesting ways that only Virgin brands can.”
The activity starts with a series of videos, followed by a two-week ‘Redeem Yourself’ sale for all Velocity members with Points to spend. Members are also encouraged to transfer as many of their existing credit card Points to take advantage of the redemption offer. The campaign will roll out across owned and paid channels.