client objectives
Aeroplan is a global leader in loyalty management with businesses in the US, Canada, the UK, Italy and the Gulf Region. The focus of Aeroplan Arrival is an aggressive consumer-oriented content strategy that engages members in travel and lifestyle merchandise and inspires them to collect and redeem more points.
execution
In 2007, Totem launched the Aeroplan Arrival magazine program. A dynamic content program, Aeroplan Arrival’s content strategy quickly evolved beyond the initial magazine platform to include a website, email, social media strategies, content monetization, promotions, partner marketing initiatives and media sales – all managed and executed by Totem on a turnkey basis.
results
Visitors spend an average of 10 or more minutes on the website, well above industry norms. In 2009 the frequency of the magazine was increased from two to three and social media elements were added to the website.