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Article: United Airlines in [pounds sterling]31m drive to head off crisis. (International).(loyalty and direct marketing drive planned)(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- January 10, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Chicago: United Airlines (UA) is planning a $50m ([pounds sterling]31m) loyalty and direct marketing drive, despite filing for bankruptcy protection before Christmas.
The struggling airline is enduring one of the most expensive tailspins in aviation history, with losses expected to reach $2.5bn ([pounds sterling]1.6bn) this year. However, it is still pumping money into its direct marketing.
UA has handed the account to Grey Direct, which takes on responsibility for its Mileage Plus loyalty programme, with 40 million members. The work was previously handled by Brierly & Partners--part-owned by the WPP Group. The ...