PINS, New Coalition Program

PINS, New Coalition Program

PINS is the new coalition program owned and operated by Coalition Rewards Ltd., which, in turn, is owned by Air Baltic Corporation (airBaltic). PINS is described as a “multi-partner loyalty program” that has grown out of airBaltic’s BalticMiles program.

Describing the program, CEO Gabi Kool says, “The PINS program is based on a new and different concept where both everyday shoppers and frequent flyers can benefit from an integrated loyalty program.”

PINS is the name of the program as well as the name of the currency that members collect. “Pins are used for fastening objects or materials together. Also, the logo consists of pins symbolizing the core function of the program – collecting PINS at more than 700 program partners and spending them on dream rewards,” said Kool.

Launch partners include BalticMiles frequent flyer program, Avis, Radisson BLU, airBaltic, Hilton HHonors, SIXT, HolidayCheck, PointsHound, CHIC OUTLET SHOPPING, Hertz, Park Inn, FIRST and Travelling Connect. More partners are expected to join in the coming months.

PINS endeavours to make it easy for members to collect PINS with their everyday activities and then exchange them for flights, cinema tickets, gift cards, bus tickets, donations to charity, music downloads and purchases at the PINS online shop (, with the option of combining PINS plus cash for a wide range of products.

The initial roll out includes the company’s home base of Latvia plus Estonia, Lithuania and Russia with plans for a global rollout to other regions in the upcoming months. The PINS program will allow small and medium companies who could not maintain their own loyalty program to be able to offer a loyalty program to their customers.

The creators of PINS say that the program is a hybrid model between traditional frequent flyer programs (FFPs) and retail coalition programs. Says Kool, “… we like to refer to it as a Shopper Flyer Program (SFP), taking a steer from both loyalty worlds.”

All BalticMiles members have been automatically enrolled in the new program and their points have been converted at a ratio of 1:1 to the new PINS currency. Current members’ membership numbers, account balances, personal information, login data and tier levels (if applicable) all remained the same for their new PINS membership. Other retail loyalty programs will join in the next few months with the enrollment of their members into the PINS program.

With the various launch partners combined, PINS launched with a member base of two million members and is expected to grow to five million by the end of 2015. To read more about the program, visit

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