OREANDA-NEWS. November 02, 2011. Estonian Air launches a social media loyalty programme AirScore, which is unique in the world’s aviation history. AirScore aims at introducing abroad the national airline and also Estonia as destination. In addition, Estonian Air expects to increase customers’ commitment, reported the press-centre of Estonian Air.

“Using traditional channels to promote the airline and the country abroad requires a big budget and human resources. Therefore, we have decided to use Facebook and also other social media for that purpose. “AirScore helps to turn the spotlight on Estonia and Estonian Air worldwide”, said Tero Taskila, the CEO of Estonian Air.

“Estonia is a small market and in order to provide Estonians with good connections at a reasonable price the airline needs to attract travellers also from outside Estonia. Social media is a very cost effective tool to promote our brand across borders. With AirScore we aim to do the same for loyalty marketing as another innovative Estonian company –Skype -did for long distance calls." added Taskila.

AirScore is also unique in the sense that it changes the idea of current loyalty programmes in the aviation world by rewarding customers and fans for being strong online advocates.
For example, by sharing on their Facebook wall Estonian Air’s offers or information on cultural and sport events taking part in Estonia. An extraordinary fact is that supporters of the airline get rewarded for advocacy without even having to fly the airline.

To carry out the project Estonian Air involved SimpliFlying, the world leaders in helping airlines engage customers profitably.

“Today 88% of frequent flyers use Facebook and they are twice as active as ordinary Facebook users. About 70% of them would like to be part of a social loyalty programme, too. Estonian Air’s pioneering effort to bring supportive groups online may influence the overall development of loyalty programmes in the aviation market,” said Shashank Nigam, the CEO of SimpliFlying.
In parallel, Estonian Air clients can also be members of EuroBonus loyalty program, where points are collected for flying.

A number of new initiatives launched recently by Estonian Air have been proposed by customers through the “My Estonian Air” survey.

The airline’s progress in using social media has already gained international recognition.
In October among 134 airlines from all around the world, Estonian Air was rewarded with the “SimpliFlying Awards of Excellence” as the best airline in using social media to drive revenue. Estonian Air was the only European airline passing through to the finals together with Malaysia Airlines and AirAsia competing in the category “The best use of social media to drive revenue”.