ICLP supports TAP Portugal in reducing mileage liability

ICLP supported TAP Portugal - the leading airline of Portugal - in the largest redemption campaign in history for TAP's frequent flyer programme Victoria. From October 20th through December 15th 2009, Victoria members were invited to redeem their miles for flights to any destination operated by TAP. The redemption campaign ‐ with the aim of encouraging the rapid redemption of members' accumulated loyalty mileage ‐ titled "0% miles, 100% emotions" guaranteed 300,000 seats for half the miles.

To take advantage of this campaign, customers could:

• Opt to purchase a ticket in tap|classic or tap|plus class (economy class)
• Upgrade and fly in total comfort in tap|executive (business class)
• Purchase the miles they need at half price to make up the difference if they do not have enough miles to get a free ticket or upgrade
• Transfer miles for free to a family members or friends by transferring miles from their account at no extra cost
• Redeem miles for attractive ground awards in various categories (hotels, health & fashion, gourmet, entertainment, magazines, rent‐a‐car)

Results:

TAP generated 441 millions in redeemed miles. The ground awards proved to be the most improved with a lift in redemption behaviours of 1492%. Air awards experienced a lift in redemption behaviours of 51%. TAP arranged for 143 different ground awards to be offered during this campaign. Redemption activity on average during the "Burn Miles" campaign was almost double compared to the same time in the previous year.