Our brand extension for the new Signature TailWins customer loyalty program included its own logo, messaging and color palette built on the Signature masterbrand.
For the rollout, coming-soon posters and counter cards appeared in domestic FBOs, building interest and awareness. Rack cards, point-of-sale stands, floor clings and posters were posted on launch day. Ads ran in trade publications. Staff at the NBAA Schedulers & Dispatchers Conference in San Diego and at Signature FBOs sported “Ask-Me-About-TailWins” buttons. Signage and materials in Signature’s conference booth put TailWins front and center.
We used email blasts, an animated video and business-card-sized scout cards (placed in S&D registration bags) to drive people to online content. A website landing page offered program details and a link to a branded membership rewards site. We designed the site to function well on any device; stand out with clean, modern design; and offer at-a-glance delivery of such key statistics as total reward points and membership level. The site seamlessly integrates with Signature’s real-time prize-redemption platform.
Sign-ups within the first 48 hours more than exceeded expectations, and the program continued to gain speed. Like an aircraft with a strong tail wind. The worldwide version launched at EBACE. The good, good, good vibrations generated by this program said it all – Signature’s customers loved TailWins.