Magazine article Marketing

BT Cellnet Signs Up as Air Miles Phone Partner

Magazine article Marketing

BT Cellnet Signs Up as Air Miles Phone Partner

Article excerpt

BT Cellnet is to become the third UK mobile phone network to partner with Air Miles in less than two years, after signing a deal with the British Airways-owned loyalty scheme.

Under the agreement, Air Miles and BA Miles members who sign up to the dedicated BT Cellnet/ Air Miles tariff will earn extra miles when they use their BT Cellnet mobiles. The BT Cellnet brand disappears from next month when it is replaced by the [O.sub.2] name.

Air Miles/BA Miles managing director Drew Thomson said the firms were looking at ways to extend the partnership beyond the provision of mobile services.

The deal comes as Air Miles faces increasing competition from rival schemes such as buy and fly! and the venture soon to be launched by Air Miles co-founder Keith Mills.

It represents a major boost for the BA subsidiary, which recently recruited Tesco to its ranks at the same time that its incumbent supermarket partner Sainsbury's departed to Mills' scheme (Marketing, January 17). …

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