**AT&T, Continental Partner to Stir Up Customers, Loyalty

Share this article:
AT&T has partnered with Continental Airlines in an effort to attract new customers as well as increase customer loyalty by providing a new way to earn frequent-flier miles through the AT&T/OnePass program.


A campaign got under way this month with a direct mail component that began this week.


According to Mark Siegel, spokesman at AT&T, the fully integrated campaign will run throughout the end of the year. It includes direct mail and e-mail, messages contained in Continental ticket jackets, newspaper ads, Continental in-flight magazines and airport signage. Cities where Continental Airlines has a major presence include Houston, Cleveland, New York and Newark, NJ.


AT&T, Basking Ridge, NJ, will give its customers the opportunity to join the Continental OnePass program and provide users of certain AT&T qualifying services with five OnePass frequent-flier miles for every dollar spent on those services. The only service currently designated as a qualifying service is AT&T long distance. However, Siegel said users of the AT&T WorldNet service for Internet access will also receive OnePass miles during the next few months.


"In looking for what type of incentive consumers valued most, we found that frequent-flier miles and premium cable channels were the two they valued most," Siegel said.


Beginning last week, AT&T customers either received a personalized letter outlining the benefits of the partnership between AT&T and Continental or an e-mail containing the same text as the direct mail piece along with a link to a newly created Web site, www.att.com/continental/news, where they could enroll in the program. A toll-free number also was provided for those interested in joining the program.


"We did not want to contact every one of our customers twice with a mail piece and then an e-mail," Siegel said. "The majority of the people who received the e-mails are those who use our online billing system."


Weekly ads promoting the partnership were run in USA Today last month.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Analytics vs. Instincts

Analytics vs. Instincts

Even for the savviest marketers, finding the right balance of analytics and gut instincts can prove to be difficult.

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.