Gulf Air’s award-winning Frequent flyer programme (FFP) has proved its worth by winning the Gold Award for the Loyalty category at the 2006 Gulf Effectiveness in Marketing Awards (GEMAS).
Since 2003, Gulf Air’s FFP has undergone widespread changes, including the development of a holistic, year-round, one-to-one approach which communicated with members in a targeted, timely and relevant manner.
The prestigious award run by Dubai-based Gulf Marketing Review was presented to Gulf Air at a gala reception at Madinat Jumeirah in Dubai.
Gulf Air’s FFP submission was based on the work done on the programme since 2003, from its re-launch with the new look and feel, enhanced benefits for members to continued communication to members and airline information, and offers such as the Million miles or 50 percent redemptions.
“Our Frequent flyer programme which was launched more than a decade ago has gone from strength to strength and we are delighted at this prestigious recognition which bears testimony our commitment to providing personal service to our customers,” says Gulf Air Head of Marketing Shane O’Hare.
“We are pleased to receive this award as it focuses on the effectiveness of the work that was done to re-launch the programme and we are extremely thankful to our customers who made it possible for us to achieve this recognition.”
Introduced in response to industry demands, the Gulf Effectiveness in Marketing Awards (GEMAS) aim to recognise marketing excellence, build industry understanding of what marketing excellence means and help individuals and organisations improve the quality of their marketing performance.
The awards are structured to acknowledge the depth and breadth of the marketing function. Categories apply to all companies, regardless of geographic location, industry or size.
About Gulf Air
Founded in 1950, Gulf Air, owned by the Kingdom of Bahrain and the Sultanate of Oman, is the only truly Pan Gulf carrier in the Middle East region.
The regional, geographic and cultural values that the airline has embraced over more than half a century are still central to defining its brand and service ethos.
Today the airline’s network stretches from Europe to Asia and covers 50 cities in 30 countries. The fleet comprises 34 aircraft and has the distinct advantage of possessing the strongest network across the Middle East.
A platform for sustained commercial operation has been established over the past three years as part of a multi-phased turnaround programme. It has also provided a framework for a succession of innovative products and services including the unique Sky Chefs and Sky Nannies that form part of Gulf Air’s ’smart airline, successful business’ vision.
International recognition has been achieved as a result of the turnaround programme leading to numerous awards for the airline’s innovative and high quality products and services: These include:
• Best Onboard Catering in First and Business Class (Skytrax World Airline Catering Awards 2005)
• Best designed in-flight magazine (American Creativity Awards,2005)
• Middle East Leading First Class Airline (World Travel Awards 2005)
• World’s Leading Airport Lounge (World Travel Awards 2005)
• Middle East & North African Platinum Best Airline (MENA Travel Awards 2004
• Most Improved Airline (Skytrax Awards 2004)
• Middle East First Class Airline (Arabian Business Awards)
• Best new product launch for in-flight services (PAX international Readership Awards)
• Best First Class Onboard Food (Skytrax Food Category 2004)
• Best Business Class Check-in (Skytrax Check-in Category 2004)
• Middle East region’s best airport restaurant for its restaurant in Bahrain International Airport lounge (PAX International Readership Awards 2005)
