The Billion Point Giveaway

Background

Velocity Frequent Flyer, Virgin Australia's loyalty program, wanted to tap into the 'everyday spend' that approximately seven million Australian's (roughly 45% of Aussie consumer card holders) put on a credit card that earned rewards points. They operated an 'in-direct model' which encouraged people to move these reward points to their programme. People then used the points to fly with Virgin Australia or a partner airline. To encourage transfers, Velocity had a bi-annual offer in May and November, where members received 15% bonus Points when they transferred.