Miles & More: 20 years side by side

In an innovative, future-driven industry, Miles & More is Europe’s leading frequent flyer and rewards programme. Only the highest level of content and offers from Miles & More’s diverse partners can be found on its website, newsletter, app, social media and in all video applications.

Our collaboration with Miles & More at a glance

Our goal

We have driven the development of the digital ecosystem of Europe’s largest customer loyalty programme from 2001 to 2021. Ray Sono has assumed comprehensive control and responsibility for the programme’s daily operations as well as its technical implementation and evolution. The basis of this was the content strategy, which was transferred to the operative day-to-day business in a controlled change process. Upon this foundation, we planned, controlled, maintained and measured the digital channels app, newsletter and website in interdisciplinary teams together with Miles & More and continuously developed them further in terms of content and CX across all channels.

In the exciting area between continuity and innovation, our goal has been to preserve the tried and true, to dare the new and to find the ideal solution. We wanted to keep Miles & More one step ahead in the digital universe to ensure a holistic Miles & More brand. In accordance with our mission: “THINK. DO. LOVE.”, we have been the Miles & More partner that not only thinks through digital solutions, but also implements and manages them over the long term (THINK. & DO.), coupled with a deep passion for digitalisation and relevant results (LOVE.).

Our services

Ray Sono has assisted Miles & More in all digital matters. The Miles & More digital channels are relevant for over 32 million Miles & More participants around the globe – we have managed these with great commitment, while constantly adapting to current requirements. Ongoing support and further development of cross-channel content, information architecture and usability for more than 90 markets and 10 languages has always gone hand in hand.

Newsletter and app management for Miles & More

The flagship of our cooperation with Miles & More has been the management of its monthly programme newsletter. With over eight million recipients in ten languages and varying frequent flyer programme statuses, the newsletter is highly dynamic and personalised. Ray Sono has handled the conception, design, organisation, editing, production, distribution, and analysis for years – naturally with great attention to detail.

In e-mail marketing, Ray Sono has been responsible for both the strategic development and implementation of numerous other newsletter formats for Miles & More. We have always focused on state-of-the-art design of the mailing and newsletter portfolio as well as meaningful expansion.

Ray Sono has also been in charge of the entire editorial process of the Miles & More app. The includes planning, design, conception, production management, content management, continuous quality assurance and publishing as well as the development and implementation of editorial sections and content formats (quiz, good question, etc.).

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Ray Sono: The full-service agency for Miles & More

Part of our self-image as a digital full-service agency has been to find quick and uncomplicated solutions for all challenges – no matter what the size. Ray Sono has assisted Miles & More since 2001. We have been responsible for editorial work, concepts and designs all the way to the technical implementation of complex systems.

We have developed a content strategy with cross-channel editorial processes, KPI definition and editorial plan, rubric and format development, and ongoing, data-driven content creation and optimisation across all Miles & More channels.

We have also been responsible for the conception and implementation of the “Miles & More Update” talk/news format, which includes news and developments from the Miles & More world and actively addresses the questions, interests, and needs of programme participants.

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You want to learn more about Ray Sono? Get in touch!

You want to learn more about Ray Sono? Get in touch!

Nancy Forner
Marketing & Communications
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