Now Boarding is an acquisition direct mail concept that started arriving in mailboxes in the third quarter of 2018. It promotes the idea that there are still so many one-of-a-kind destinations to explore, and there’s no better way to get to them than with the Citi® / AAdvantage® Platinum Select® card.

Throughout the piece, the headlines come to life in a knock-out style over color-rich, influencer-taken photography. This treatment helps bridge both copy and the visuals, and it allows our piece to make a bold statement in the mailbox. Once this 8" x 5" inline self-mailer is opened, it reveals a booklet that details the rich value proposition of the card, drawing special attention to the new 2X miles offering at restaurants and gas stations. It even has a high level of personalization in the form of a miles calculator, which adds the bonus offer to our customer’s current number of AAdvantage® miles. It demonstrates, in a simple way, how this opportunity can quickly bring them closer to their next adventure.

Now Boarding has proven to be a highly effective piece, resulting in a 41% lift in acquisition rates and a 22% lift in response rates, spurred on by the miles calculator and its clean look and feel.