In a first for the European airline industry bmibaby is integrating location based network Gowalla (www.gowalla.com) into its communications to create a unique customer loyalty reward system. bmibaby customers will have the chance to be rewarded for their loyalty each time they fly with the low cost airline.

bmibaby check in locations have been created at all 34 bmibaby destination airports as well as at their five bases: Birmingham Airport, Cardiff Airport, East Midlands Airport, Manchester Airport and Belfast City Airport.

Customers will be encouraged to log their visits on Gowalla before and after all flights with bmibaby. bmibaby check in staff are also being briefed to help new Gowalla users take part in this exciting scheme. Once a check in is logged at one of bmibaby’s check in desks, the customer will be entered into a prize draw to win a pair of flights on the bmibaby network. Winners will be announced on a monthly basis, with the prize changing at regular intervals.

In the near future bmibaby is looking to incorporate a pin reward for the most loyal fliers whereby bronze, silver and gold pins will be rewarded topassengers who check in frequently. Each pin will unlock a new reward.

Julian Carr, managing director, bmibaby, said: ”We are pleased to be working with Gowalla on this customer reward scheme. At bmibaby we embrace new social media initiatives. We believe this is a fun way in which we can offer our customers something extra.”

The Gowalla app allows users to check into locations as they travel to learn more about what is around them; from recommendations, to photo-sharing to networking with friends.

Gowalla is great for keeping track of places you have visited as well as discovering the places you want to go next. You can share your experiences, check ins and pictures with friends easily – through the Gowalla app which integrates with FourSquare, Facebook Places and Tumblr too. Gowalla is about discovering the world and bmibaby want to help you do exactly that.