Avios ties up with C4 to reward consumers with free BA flights

Travel rewards currency Avios partnered with Channel 4 to reveal the lucky winners of its 'Avios Big Reward' campaign, which gave members of the public the chance to bag 50 pairs of British Airways flights.

Chris Ramsey: the comedian fronted the Avios campaign
Chris Ramsey: the comedian fronted the Avios campaign

To be in with a chance of winning, entrants had to nominate someone to thank and post a creative video of their entry on www.theaviosbigreward.com

Activity started in June with a partnership with Channel 4, through a TV spot highlighting the "call to nominate", followed by outdoor advertising.

The final part of the campaign revealing the winners was a three-minute film, with comedian and performer Chris Ramsey spending £250,000 on shopping for items in conjunction with Avios partners Tesco, Shell, Avis and American Express, with the aim of collecting more than a million Avios to use for the winners’ flights. It aired on Channel 4 last week. 

The campaign, devised by agency 101, will be supported further with social media activity, with a competition offering opportunities to win other travel-related prizes.

Paul Clarke, head of global marketing at Avios, said: "The response to the Avios Big Reward thus far has been exceptional, both from a consumer point of view and with our business partners.

"We have received over 2,500 thank-you nominations from the people of Britain. We're delighted to be showcasing the responses we have had in such a memorable and fitting way – it’s great to see such consumer engagement with the Avios brand."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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