JetPrivilege unveils a new brand identity, renames loyalty programme to InterMiles

• JetPrivilege has unveiled a complete overhaul of its brand identity.
• InterMiles will encompass both the loyalty and rewards programme (JetPrivilege) and the ubiquitous rewards and recognition currency (JPMiles).
• While taking a digital-first approach in the first phase, the brand will come up with a 360 degree campaign in the months to come.

Around seven months after Jet Airways shut operations, the loyalty programme of Jet Airways, JetPrivilege has unveiled a complete overhaul of its brand identity. InterMiles will encompass both the loyalty and rewards programme (JetPrivilege) and the ubiquitous rewards and recognition currency (JPMiles).

Speaking about the change, Zameer Kochar, Vice President – Marketing & Member Engagement, JetPrivilege said, “We know that seeking unique, fulfilling and memorable experiences is a key driver for India’s growing segment of discerning consumers. InterMiles is driven by our vision to make a positive difference in our consumers’ lives.

We have therefore designed a distinctive brand identity that represents this growing community of experience seekers. The brand identity stood out among our consumers for the simplicity of the name that created easy understanding and high appeal.”

The thought behind the new brand identity

The name InterMiles suggests the interchangeable nature of the rewards currency where it can be earned and redeemed across platforms including airlines, hotels, dine, shop, fuel among others. A critical part of the new design was to create a distinctive marque that would both be recognizable and memorable.

The marque, comprising a dot (the first step of the journey) and dash (the way/path one takes on the journey), signifies the brand’s promise to customers to make their every journey more rewarding. The brand colour is a bespoke shade, ‘Twilight Red’ that combines warmth, enthusiasm, playfulness and energy that will appeal to the core target group of experience seekers.

On whether the change had to do with creating a completely separate identity from that of Jet Airways, Kochar said, “We are a separate, independent entity and our purpose of existence is very different. So when one of our partners came under suspension, we came out with a campaign which told people about our separate identities and how their miles are secure. A brand refresh was always a part of the plan and in our consumer research, we have realized that it is the miles that drives value for them.”

Marketing plan

Kochar shares that for the last few days, the brand has been reaching out to its consumers, telling them that something big will come their way, in an attempt to build excitement around the new identity. The next few days would see them make the announcement on their website, send the communication on emails and SMSs etc. “We will take a digital-first approach, followed by a 360 degree approach in the next few months to come,” adds Kochar.