Members of:

Collinson Latitude

Background

Collinson Latitude (www.collinsonlatitude.com) is a leading global provider of multi-channel products to help companies maximise their ancillary and incremental revenues. The Collinson Latitude portfolio is designed to generate and sustain active, loyal and profitable customers for companies ranging from the travel, aviation and hotel industries through to financial services, telecommunications, publishing and utilities.

80:20 Communications was engaged following a four-way competitive pitch to raise Collinson Latitude’s profile within its key vertical and horizontal market sectors and educate senior customer service and loyalty decision-makers about the opportunity to enhance loyalty schemes through the addition of online products

Response

Positioning Collinson Latitude as a thought leader/expert industry commentator on all matters of customer loyalty, marketing and engagement across multiple vertical industries and in horizontal marketing and loyalty media

Drafting extensive expert features looking at current industry issues and proposing innovative and sustainable technological and strategic solutions.

Issuing reactive comments to the media in response to breaking news stories concerning loyalty.

Issuing research-based news stories to create newsworthy material and reinforce Collinson Latitude’s credentials as an insightful commentator.

Supporting the client’s direct marketing by regularly drafting informative articles for the company’s email newsletter.

Highlights to date include:

Drafted and placed opinion piece articles in Tnooz and Air & Business Travel News and a letter to the editor in Aviation Week on the loyalty implications of American Airlines’ dispute with GDS providers.
Drafted and placed a prominent opinion piece article in industry-leading publication Caterer & Hotelkeeper on the need for greater ancillary revenue transparency in the hotel sector.
Secured extensive coverage for a press release calling for a greater use of mobile apps in loyalty schemes, including articles in Travolution, EyeforTravel and Travel Bulletin.
Secured prominent coverage in Dubai, including in leading daily newspaper the Khaleej Times, for a press release calling on the Gulf’s retail banks to make better use of technology in loyalty schemes. Contributed an opinion piece article on the same topic to Gulf Marketing Review, the region’s leading marketing trade publication.
Drafted and placed a published letter to the editor in Marketing Week concerning the loyalty implications of mobile operator Orange’s contactless pre-paid card.
Secured extensive coverage for a reactive media comment on the loyalty dimension to easyJet’s new business fare strategy, including articles in Low-Cost and Regional Airline Business, MeetPie (online portal of Meetings & Incentive Travel magazine) and EyeforTravel.
Secured widespread coverage for an opinion research study that revealed companies to be under-utilising online technologies in their loyalty schemes, including articles in Travel Trade Gazette, Wise Marketer and Mobile Business.
Drafted and placed an article in Modern Utility Management on the importance for utility businesses of loyalty and incremental revenues.
Drafted and placed an article in The Wise Marketer about the value of ancillary revenues within a customer retention strategy.

Collinson Latitude