Air Miles, the Middle East’s leading multi-participant loyalty programme, has partnered with its UAE cardholders to raise a whopping 11.4 million Air Miles for Medecins Sans Frontieres (MSF), an international medical and humanitarian aid organisation.
In December 2006 and January 2007, Air Miles ran a special campaign inviting cardholders to donate some of their accumulated Air Miles to MSF, with a promise to match the total contribution.
“We were keen to support MSF’s mission to assist people in distress around the world and wanted to give our members the opportunity to participate in our corporate social responsibility initiative,” said Dave Battiston, CEO, Rewards Management Middle East Limited (RMMEL), the company that operates Air Miles regionally.
“We received an overwhelming response from our members who gave 5.7 million Air Miles and staying true to our word, we matched the amount, raising 11.4 million Air Miles for the cause.”
The Air Miles donated by RMMEL can now be used to provide 100 surgical kits containing essential instruments to carry out emergency examinations and basic surgery, or a month’s supply of Antiretroviral treatment for 1000 AIDS patients, or a month’s supply of emergency medical supplies to natural disaster victims, or 4000 woollen blankets for refugees or displaced people, or medical, sanitation and logistical material to save 640 cholera patients.
“Air Miles has helped increase awareness about MSF and our activities through its member communications,” said Frederic Vigneau, Executive Director of the charity. “We thank Air Miles for their great initiative and also their cardholders for their contributions and support.”
“We hope to strengthen our ongoing partnership with the programme and its members to further the MSF cause.”
Currently, MSF has a network of sections in 19 countries (5 operational centres and 14 national sections). Annually, around 4,700 people volunteer for MSF to be doctors, nurses and support staff. MSF teams are in 64 countries of the world, working with over 26,000 locally recruited staff.
About Air Miles, Middle East:
Air Miles is the Middle East’s leading multi-participant loyalty programme. Since its launch in 2001, the programme, which is free to join, has grown exponentially, with more than one million members enrolled from over 500,000 households in the UAE, Qatar & Bahrain. Now, over 80% of all Air Miles members have either redeemed or have enough Air Miles to do so, making Air Miles the largest and most active retail database in the region.
Air Miles is managed by Rewards Management Middle East (RMMEL) in the UAE, Qatar and Bahrain, and is part of Air Miles International that has been running successfully in the UK (‘Air Miles’ & more recently ‘Nectar’), Canada, the Netherlands and Spain for the past 16 years.
Members can collect Air Miles from a massive total of over 100 market-leading participants. Air Miles offers a wealth of rewards and experiences to members such as electronics, jewellery, family days out, adventure experiences, hotels suites and airline tickets.
RMMEL also operates the business performance recognition programme Air Miles Incentives, which gives companies the opportunity to capitalise on a wealth of rewards for employees, sales teams, operators, trade partners and corporate customers.
For more information, please visit www.airmilesme.com and www.airmilesincentivesme.com
