Jet Privilege Private Limited (JPPL), the independent loyalty and rewards management company, part of the Etihad Aviation Group, has unveiled its new brand identity ‘InterMiles’, propelling its intent to fulfil the evolving travel & lifestyle aspirations of discerning consumers. InterMiles will encompass both the award-winning loyalty and rewards programme (previously, JetPrivilege) and the ubiquitous rewards and recognition currency (previously, JPMiles). The programme will offer its growing base of close to 10 million members the opportunity to earn and redeem InterMiles, the new age currency of engagement, across travel, hospitality and lifestyle services across 10+ categories and 150+ programme partners.

The company has been on an exciting transformational journey over the last 5 years to expand from an airline-centric programme to emerging as an everyday travel-and-lifestyle rewards programme as discerning consumers have shifted beyond transactional rewards and cashback. In fact, over the last six months alone, the programme has managed over 33 billion InterMiles.

Speaking about the development, Mr. Manish Dureja, Managing Director, Jet Privilege Pvt. Ltd. said, “We are embarking on a new journey with InterMiles, built on sound business fundamentals, the trust of millions of members and the passion of a committed team. What started as a frequent flyer programme has, today, become the platform of choice that empowers our members to fulfill their travel and lifestyle aspirations. As we reinforce our commitment to the promise of making our members’ journey more fulfilling, our growth plan is, focused on aggregating more benefits and simplifying access to a growing bouquet of experiences and rewards.”

The name InterMiles suggests the interchangeable nature of the rewards currency where it can be earned and redeemed across platforms including airlines, hotels, dine, shop, fuel among others. A critical part of the new design was to create a distinctive marque that would both be recognizable and memorable. The marque, comprising a dot (the first step of the journey) and dash (the way/path one takes on the journey), signifies the brand’s promise to customers to make their every journey more rewarding. The brand colour is a bespoke shade, ‘Twilight Red’ that combines warmth, enthusiasm, playfulness and energy that will appeal to the core target group of experience seekers.

Commenting on the brand identity, Mr. Zameer Kochar, Vice President – Marketing and Member Engagement, said, “We know that seeking unique, fulfilling and memorable experiences is a key driver for India’s growing segment of discerning consumers. InterMiles is driven by our vision to make a positive difference in our consumers’ lives. We have therefore designed a distinctive brand identity that represents this growing community of experience seekers. The brand identity stood out among our consumers for the simplicity of the name that created easy understanding and high appeal.”

The InterMiles journey is a rewarding one as every InterMile a member earns, moves them to a higher Tier with additional benefits and privileges. Earning Miles has never been easier and there is more to gain from every booking made across all travel and lifestyle categories, including more airlines with any flight to any destination, up to the last seat available, hotels, dining, shopping, re-fueling and co-brand cards. Members can discover new places, make new memories and have more fulfilling journeys with free flights, free hotels, free fuel as well as 2500+ merchandise options at the Reward

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