THE ASK

To fight direct mail fatigue, we needed to give the MileUp card a new look and feel that was consistent with the card’s branding.

QTY: 450K test, 5MM rollout

Key Strategic Idea

The American Airlines AAdvantage® MileUp card transforms your everyday into your next escape.

CREATIVE CONCEPT

Are you on the beach, sipping a sweet drink, catching up on your tan?

No? Well, you could be.

We wish you were here leaning against a tiki bar ordering a marg instead of leaning against your kitchen counter opening this offer. So now’s the time to take a break from the mundane rhythm of every day and turn your simple purchases into miles that let you escape with The American Airlines AAdvantage® MileUpSM card.

See you soon.

Love,

Vacation