In a tie up between AdReflex International, the travel media agency, and mobile communications leader SMART and Philippine Airlines, SMART subscribers can earn bonus miles by using their services in the "Come Fly With SMART" promo.

The value added program was launched with much ado at the Captain’s Bar of Mandarin Oriental Hotel where AdReflex, SMART and PAL representatives presented the promo to media members. They also screened a preview of the new TV commercial about it.

At the launch were AJ Pangilinan, president and CEO of AdReflex International; Butch Jimenez, head of SMART Wireless Consumer Division, and from Philippine Airlines — Jaime J. Bautista, PAL president; Felix J. Cruz, VP for marketing support; Henry So Uy, EVP for commercial group; Ria Domingo, manager, program development and communications, and Barbara Aragon, asst. VP for products.

We were welcomed by Menardo G. Jimenez, head, SMART Wireless Consumer Division and SVP, PLDT retail business group. Also present were Ramon R. Isberto, Julie Carceller, my niece Cherry C. Caluya and Jane J. Basas of Smart Communications Inc.

Ricky P. Isla who heads the SMART sales & distribution and product marketing group explained the mechanics of the promo.

The program is open to SMART subscribers who are also Mabuhay Miles members.

The system developed by AdReflex automatically records SMART Subscribers’ usage of SMART services and converts these into bonus miles on a daily basis. So the more you talk and text, the more mileage you earn on PAL.

Also when you apply for a postpaid plan, you can earn from 8,000 miles to 45,000 miles, depending on which plan you get. If you retain an existing postpaid plan, you earn even more miles depending on your plan.

The promo for postpaid plans runs from April 2, 2006, to January 31, 2007. For international service and WAP/internet browsing, the promo runs till March 31, 2007.

SMART postpaid subscribers earn 1 mile for every 3 minutes of IDD call, every three international SMS or MMS sent and every R300 worth for roaming services.

If you don’t have a Mabuhay Miles account yet, you can enroll online at www.mabuhaymiles.com.

To register, text MILES REGISTER<Mabuhay Miles account number> to 633. It will cost only one peso per message. Be sure you use the same name as your name in your postpaid account with SMART.

The press launch was capped beautifully with a raffle of airline tickets to Hong Kong, courtesy of PAL, and Nokia N90 mobile phones (and I won one of them!).

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BY THE WAY… birthday greetings this Holy Week go to — Thelma Gana, April 11; top hairdresser Ricky Reyes, the twins Robbie Mananquil and Rissa M. Samson, Philip Cu–Unjieng, April 12; positivism artist Ernie R. Tagle, April 13; Senator Rodolfo Biazon, Manila Seedling Bank president Chito Bertol, Francis Lumunsad, April 14; businessman/ singer/ composer Jose Mari Chan, Therese Coronel Santos of Cinderella, photographer Wig Tysman, April 15; Mency Zuniga, businessman Peter Reyes, April 16… my condolences to Senator Jamby Madrigal Valade on the death of her father Don Antonio Madrigal… condolences also to painter ER Tagle on the death of his artist son Ritchie Tagle… This Holy Week, we take pause from the hectic world to focus on the Savior Jesus Christ and his mission on earth and PRAY!