American Airlines launches sweepstakes to promote luxury service

American Airlines has launched the “Five Star Vacation Package” sweepstakes campaign, which it will promote through email, on and in print media.

The sweepstakes is supporting the airline’s Five Star Service, which assigns a personal airport assistant to help consumers find ground transportation, assist at check-in with baggage, and expedite the security process, among other services.

“The overall goal of the sweepstakes is to expand the Five Star product visibility,” said Augie Thorn, manager of Concierge Key and Five Star Service at American Airlines. “The sweepstakes will give them more information about what it has to offer.”

The Five Star Service, launched four years ago for celebrities and VIPs, was opened to the general public last August.

To enter the sweepstakes, consumers must register at a campaign microsite and enter their name, phone number, email address and AAdvantage loyalty program identification number.

American Airlines will collect personal data about entrants, in accordance with its privacy policy. Entrants agree to the collection and use of their personal information and acknowledge that they have read and accepted the privacy policy, according to the sweepstakes guidelines.

“We’re gathering information on customers who are purchasing Five Star Services,” said Thorn. “We will have the data, and it’s going to help us identify demographics to help us understand marketing potential for the future.”

The winner will receive two roundtrip first-class flights to one of 14 airports where American Airlines offers Five Star Service. The winner will also receive Five Star Service for two and a $5,000 gift card towards a five-night hotel stay, dinner and private car service to and from the airport.

Participants who book a Five Star Service reservation before September 30 will receive a second entry for a chance to win.

American is not working with a marketing agency on the initiative, said Thorn. Weber Shandwick will handle PR for the campaign.

American Airlines and British Airways promoted the “Miles Millionaire” loyalty contest on Facebook, Twitter and YouTube in April. The effort, designed to acquire new program members, was developed by OgilvyOne.

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