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Tourism Australia & Malaysia Airlines’ Enrich Awarded For Frequent Flyer Initiative

August 21, 2015 Accolades No Comments Print Print Email Email

Tourism Australia’s first ever collaboration with a frequent flyer program has taken out Silver for the ‘Best Partnership in Loyalty’ at Marketing Magazine Asia’s Loyalty & Engagement Awards.

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Malaysia Airlines’ week-long ‘Enrich Hearts Australia’ campaign offering Enrich members up to 50% off normal redemption rates launched in January 2015 to increase load factors for Malaysia-Australia routes and vice versa.

With 77 million miles redeemed, up 2285% compared to the same period in 2014, the campaign was a resounding success.

According to Malaysia Airlines’ Head of Enrich Loyalty Programme, Khairul Nisa Ismail, the win reinforces the loyalty program’s commitment to innovation and excellence.

“Enrich is all about rewarding customers at every stage of their travel journey and we are sincerely grateful for the recognition the Loyalty & Engagement Awards has shown us,” Ms Khairul Nisa Ismail said.

“‘Enrich Hearts Australia’ is our first branded redemption campaign with Tourism Australia focussing solely on the Malaysian and Australian market so picking up an award in the partnership category is very special to us.”

Michael Newcombe, Tourism Australia’s Regional General Manager for South/Southeast Asia & The Gulf said collaboration gave the opportunity to showcase Australia to a discerning audience with a great appetite for travel.

“Australia is proud to be the destination of choice for Enrich’s award winning destination-focused redemption campaign. This successful campaign played a part in making Malaysia the 6th largest market for visitors to Australia, moving up from 7th place, as of June 2015,” Mr Newcombe said.

Marketing Magazine Asia’s Loyalty & Engagement Awards, held in Singapore, honours the best loyalty marketing strategies in the Asia Pacific, focusing solely on the art of cultivating customer loyalty and engagement.

The award categories cover a full spectrum of loyalty and engagement cycles across 26 categories. Entries are evaluated and judged by a panel of experienced loyalty, engagement and relationship marketers and industry experts.

To celebrate this win, Enrich is offering Australian members up to 40% off Enrich Miles to Malaysia and return. Members can redeem their Enrich Miles from now until 31 August 2015 and the travel period is until 19 November 2015.

To sign up for Enrich, visit www.malaysiaairlines.com or download MHmobile app.

To redeem Enrich miles, members can log on to Enrich online at www.enrich.malaysiaairlines.com, or contact Malaysia Airlines’ 24-hour Call Centre at 1 300 88 3000.

For more information or to make a booking, visit www.malaysiaairlines.com or call Malaysia Airlines’ Reservations on 13 26 27. Alternatively bookings can be made through a travel agent. All bookings must be made at least 24 hours before flight departure.

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