Intermiles
Can an airmiles brand represent more
than just travel?
2019
Naming
About
The Name
Jet Privilege was India's largest loyalty programme, built as a subsidiary of Jet Airways. When the airline collapsed in 2019, Jet Privilege found itself needing to move quickly; the association with a failed airline was an existential problem for a brand asking customers to accumulate and trust in its currency.
They approached Interbrand to rename and reposition the programme as a standalone rewards brand, one that wasn't defined by air travel and could survive, and grow, independently of any single airline.
I participated in the naming workshop at Interbrand. The brief called for something that felt contemporary, travel-adjacent without being airline-specific, and broad enough to encompass rewards beyond flying.
InterMiles emerged from the workshop as the chosen name. It's straightforward, inter suggesting connection and movement between places, miles the familiar language of loyalty rewards, and it travels well across the range of partnerships the brand would need to build.
The programme launched successfully under the new name and continues to operate as one of India's leading rewards platforms.
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