Asia Miles names Burson-Marsteller as digital partner

Burson-Marsteller China has been named as the digital partner in mainland China for Asia Miles, Asia’s travel and lifestyle rewards programme. The account will be led from Burson-Marsteller’s Shanghai office.The PR firm will work with Asia Miles to provide social media and digital management in mainland China, including Weibo and WeChat. The agency will be responsible for creative planning, content development, as well as platform management.“Asia Miles has had a huge impact on loyalty programmes in the travel industry, offering members extensive opportunities to earn and redeem miles,” said Joe Peng, chief digital strategist, Burson-Marsteller China. “We are excited to be Asia Miles’ digital partner in mainland China. Through the development of compelling content, engaging campaigns and well-executed platform management, Burson-Marsteller China looks forward to fully demonstrating the market-leading offerings of Asia Miles.”