It took years for S7 Priority to build warm and trusting relations with its audience and partners and it pays a lot of attention to this. Millions of people from all over Russia have become members – and friends – of the loyalty program over 15 years. Therefore, friendship was the key idea behind the campaign. What is friendship’s unit of measurement? Years spent and events experienced together. Thousands of miles we are ready to travel to meet our loved ones and friends. This is reflected in the campaign’s main slogan: “Thousands miles long friendship”. To showcase how attractive S7 Priority is, celebrate the anniversary and afford our friends who are members of the program an opportunity to travel even more, an unprecedented prize fund was up for grabs – 15 mln miles. The large-scale integrated campaign culminated in a vivid festive event featuring unusual art objects, friendly bars from different cities of Russia, celebrity guests and a unique draw among S7 Priority for 3 mln miles.