CAPILANO UNIVERSITY

Martin O’MahonyManuel Villalobos

Jen DaleBen Glassen

HELI – CENTIVESSky High Rewards

KEY TARGET MARKETS

Business Travellers

International

The Market in

China

National

Tourists

THE BUSINESS MARKET IN CHINA

A Key Market Identified by Destination BC *

35,340 visits during August 2013**

Price Sensitive

Collective and Holistic

* Destination BC Revised Service Plan (2013, Jun) ** Destination British Columbia. (2013, Oct).

HELI – CENTIVES FOR ALL

Trust

Loyalty

Differentiation

*Accenture (n.d)

THE HELI-CENTIVES TIER SYSTEM

Available to all

Sign up for free, online

Receive a Heli – Centive membership card and number in the mail

Collect rewards using your membership number when you book return flights - either online or on the phone

The more return flights you book, the better the rewards become

PERCEIVED BRAND VALUE IS CRUCIAL!*

*Accenture (n.d)

HELI BLUE – free sign up

HELI SILVER – 5 return flights

HELI GOLD – 10 return flights

HELI PLATINUM

20 return flights

THE HELI-CENTIVES TIER SYSTEM

HELI BLUE – Partners fly half price on weekends

HELI SILVER – 60 minute massage at Absloute Spa

HELI GOLD – Private tour of Downtown Vancouver

with Landsea Tours

HELI PLATINUM free night at the

Fairmont Chateau Whistler

THE VISION FOR THE FUTURE

PARTNERSHIPS & CROSS PROMOTIONS

INITIAL STARTUP:

A Helijet led initiative

Partnered with the Fairmont

THE FUTURE VISION:

Partnerships between all facets of

the Tourism industry

Tiered system allows for combining

of different price-point products

Influenced by Destination BC

research

Loyalty program coordinator (intern) $13.50 p/h (1)

Training frontline staff $2500 (2)

Membership Card Printing $6500 for 20,000 cards (3)

Traditional Mail $12,600 (4)

Website Development $2500 (5)

1.Go2HR (2013) A. 2. Go2HR (2013) B.3. Plastic Cards Printing (2013) 4. Canada Post (2013). 5.Shopify (2013)

PRELIMINARY BUDGET

Helijet Website

Twitter/ Facebook / Social Media

Emails

Current Advertising Budget & Locations

FLEXIBLE DIRECTCONVENIENT INTERACTIVE

CHANNELS & ADVERTISING

MEASURING SUCCESS

1. Online sign-up provides easy tracking of interest

2. “I was referred by…” option during sign-up allows tracking of referral points

3. Media touch points - likes, retweets, hashtags, Google searches, media coverage

4. Increased annual sales (relative to the cost of the program)

GOALS

1. 30% of current customers sign up in 6 months

2. Membership usage of 80% or more

3. 3 new partnerships & affiliations for the tiered system within a year

THE VISION

THANK YOU

REFERENCESAccenture. (n.d). Creating Customer Loyalty: A Customer-Centric Approach. Retrieved Oct 17, 2013, from accenture.com: http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture_Creating_Customer_Loyalty_A_Customer_Centric_Approach.pdf

Canada Post. (2013). Mailing and Shipping. Retrieved from http://www.canadapost.ca/eb/business/mailing-and-shipping#canada

Destination British Columbia. (2013, Oct). International Arrivals - August 2013. Retrieved Oct 19, 2013, from destinationbc.ca: http://www.destinationbc.ca/getattachment/Research/Industry-Performance/International-Visitor-Arrivals/International-Visitor-Arrivals-August-2013/International-Visitor-Arrivals-August-2013.pdf.aspx

Destination British Columbia. (2013, Jun). BC Revised Service Plan. http://www.destinationbc.ca/getattachment/aboutus/corporate-documents/destinationbc-revised_serviceplan_june2013_fnl.pdf.aspx

Go2Hr. (2013) A. Minimum Wages. Retrieved from https://www.go2hr.ca/articles/minimum-wages

Plastic Cards Printing. (2013). Quantity & Price. Retrieved from https://www.printingforless1.com/pricing/pages/custom-plastic-card-printing.aspx?__utma=18375032.842466287.1382890335.1382890

Shopify. (2013). Local Designers. Retrieved from http://www.shopify.ca/designers