Airmiles has begun to seem a little dated, and has become less fashionable as a result. In a strategic rebrand, Avios is introduced to give the old reward programme a little lift! According to an Avios spokesperson, the name is "simple to pronounce and evokes travel and flights in many languages".
The concept is the same: a loyalty programme for travellers using British Airways and Spanish airline Iberia. Points can be used on the airline for cabin upgrades and other rewards, but can also be redeemed with big name brands; Tesco, Lloyds TSB and Shell.
The logo design itself certainly has a sense of direction and flight, but it also feels tangible, which we think is important for an otherwise intangible currency!
It’ll be interesting to see how the brand materialises and how it’s used across the full range of communication materials upon the public launch in mid-November. We’re hoping to see some pretty fantastic advertising from this aspirational brand.