Virgin/IMP's Freeway Drive

By Sambrook, Clare | Marketing, March 22, 1990 | Go to article overview

Virgin/IMP's Freeway Drive


Sambrook, Clare, Marketing


Virgin/IMP's Freeway drive

Richard Branson's Virgin Group and promotional services market leader IMP have unveiled what they claim is a mould-breaking promotion directed at three million business travellers.

"Virgin Freeway", run by a new Virgin group company of the same name, is set to launch on March 26 with a syndicate of high-profile participating companies including Ford, Holiday Inn, Chase Manhattan Bank and London City Airport.

Together with Virgin holidays and Virgin Atlantic they will give members of the scheme "Freeway Points" redeemable for up-market holidays and a range of executive adventures like flying lessons.

IMP and Virgin claim Freeway is unique in the UK because it unites a group of companies offering the same "currency", and because membership and collection of points is automatic, voucherless and therefore effortless. Members will amass points through their membership card which can be "swiped" at point of sale. Freeway will be first of the collection schemes that will be run electronically in-flight.

"The scale and complexity of the database operation alone compares to that of a major high street bank," claims Ruth Blakemore, IMP account director. Freeway can send personal messages to members via their monthly statements. …

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