Date: 13th December 2022
Client: Virgin Red
Bringing the glamour of cinema to Virgin Rewards.
Virgin Red is the new loyalty rewards platform that brings together existing Virgin Rewards (such as Virgin Atlantic Flying Club points) under one Virgin scheme. It allows customers of all Virgin services to build a points total under one account.
SPARK were asked to support Virgin Red in harnessing the power of cinema into the programme and to bring together redeeming partners from the cinema world.
We worked with the Virgin Red team to map out cinemas in the UK and ensure that Virgin customers nationwide have as near as possible coverage of all parts of the UK.
We subsequently negotiated terms with Cineworld, Vue and Showcase to incorporate the cinemas into the scheme.
We then manage involvement on their behalf on an ongoing basis including seasonal promotions, customer services, client operations and more!
The breadth of the Virgin offering means that members have hugely varied numbers of points in their account. Implementing an “always on” option of universally popular cinema tickets as a reward option means that any Virgin Red member can claim a meaningful gift (not just flight upgrades!)
