• Branding & Communication
  • Implementation
  • Programme Design
  • Programme Management

Market: UAE

Designed to help reduce the impact of school fees on a family’s budget, Gems Rewards is a first of its kind in the education sector. The programme offers a mix of discounts (across essentials and luxury expenses) and Points to pay for school fees. Conceptualised by Manav Fernandez in his capacity as senior vice-president of CRM and Loyalty at GEMS, the programme saved GEMS parents over AED 21 million in its first 10 months; crossing AED 100 million in 2020. Programme branding, launch communication and internal communication and training were all work streams managed by Fernandez and his team.

GEMS Rewards was awarded Best Loyalty Programme of the Year – Middle East & Africa in 2018, one year after launch.

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