Driving on the ground can now score you points in the sky.
Recently General Motors’ Cadillac brand and American Airlines unveiled a partnership to benefit American Airlines frequent fliers. The new union will let flight passengers earn free terminal transfers and even miles for customers who own or test-drive Cadillac cars. In addition, the partnership will plant Cadillac models on display in American Airlines’ terminals.
Uwe Ellinghouse, Cadillac’s global Chief Marketing Officer, is hoping to bring further exposure to Cadillac models like the CTS in its global expansion as a top luxury automotive brand. With a 4.2% sales drop from the previous year, Cadillac looks to improve profits through campaigns to raise vehicle and brand awareness. For Cadillac’s needs, partnering with an iconic airline also in transition is a perfect pairing.
“The airport is great because it’s one of the few places in the world where even the busiest people are slowed down,” Ellinghouse said in a release. “Once you are through security, you simply have time.”
Stationary travelers and stationary cars would seem to be a recipe for brand awareness success. This month, American Airlines’ AAdvantage members can accrue 7,500 bonus miles just for test-driving a Cadillac. This campaign will begin as a targeted email offer, but will soon be expanded to all AAdvantage customers who wish to take advantage.
The program began at LAX this month, and will be brought to other airports such as Dallas/Fort Worth International Airport, New York LaGuardia, and JFK before the end of the 2014.
“We think the exposure and alignment of those brands makes a ton of sense and we can’t wait for our customers to experience it,” Suzanne Rubin, president of American’s AAdvantage loyalty program, said in a release.