Abu Dhabi Commercial Bank announced today its strategic alliance with Skywards, the frequent flyer programme of Emirates Airline, as a redemption partner for their TouchPoints Rewards Programme, the first loyalty programme of its kind in the UAE. The signing ceremony, held at the ADCB Head Office, was attended by Mr. Eirvin Knox, Chief Executive Officer, ADCB; Mr. Ala’a Eraiqat, Deputy CEO, ADCB; Mr. Keith Longstaff, Divisional Senior Vice President, Commercial Operations World Wide, Emirates Airline and Mr. Brian LaBelle, Senior Vice President, Skywards. ADCB now offers its customers the opportunity to earn Skywards Miles with the bank’s TouchPoints reward programme. This means all ADCB customers can now redeem their TouchPoints for reward flights and upgrades with Skywards.

What makes TouchPoints unique is that every ADCB customer earns points every time they use an ADCB product or service, from credit card use to investments, accounts, loans and online banking services – the more products and services used, the more points earned, which can now be redeemed for Skywards miles as well as hundreds of other fantastic retail partners.

The TouchPoints programme has seen tremendous success in the UAE market and has recently been awarded the "Best Loyalty Programme’ and the "Best New Product Campaign" at the Banker Middle East Awards.

Mr. Eirvin Knox, Chief Executive Officer, ADCB commented "The association with Skywards will significantly enhance the perception of TouchPoints as not just a ‘shopper rewards programme’ but also a ‘frequent flyer rewards programme’, in turn creating a brand equity that will be unmatched by a loyalty programme in the banking industry.”

With such demand for travel in the UAE from expatriates travelling to and from their home countries and UAE nationals exploring the world, ADCB expects this initiative to be extremely popular among its customers.

"Everyone in the UAE already loves to travel, and now we’re making it even easier for them," said Arup Mukhopadhyay, Group Head of Retail Banking at ADCB. "With ADCB’s TouchPoints, you are one step closer to being a frequent flyer every time you use our services."

ADCB TouchPoints, once converted to Skywards Miles will enhance Skywards members’ access to a host of rewards with Skywards such as reward flights, cabin upgrades and a range of inspirational life-style products at www.emirateshighstreet.com> Speaking on the partnership with ADCB, Brian LaBelle, Senior Vice President for Skywards said "We are pleased to welcome ADCB as our latest partner and to offer their loyal customers the opportunity to gain Skywards Miles and fly with Emirates. ADCB is a well respected name in the banking industry, which complements the high standards of excellence we at Emirates strive to maintain.’’

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