It wouldn't surprise me. They need more hands-on (but initially more expensive) marketing to get this off the ground.
Think about these points:
1. There are a lot of Plat members, but for the majority they obtain Plat by proportionately more Dom flights than Intl. This will increase post 25/5/05 as SC's are changing but the hurdle (1,200 SC's to obtain and 1,100 to retain) is remaining constant.
2. Their frequency of Intl travel is low, particularly considering the time they commenced marketing it (Q4, 2004)
3. The trial is only SYD/MEL (OK, they are the busiest airports)
4. Email delivery might be the cheapest, but what is it's penetration (most older Plat's have no real desire to check their FF points or online statements, that's what they have partners/PA's for...it's a low value chore to them and not high on the priority list when it comes to making money)
I believe they need to include marketing the idea at check-in counters and inside the QP's and First Lounges. Signage, pamplets, even a Customs Officer there to advise the benefits...
I was going to register on my recent AKL/SYD sector 2 weekends ago (as Mrs LW and I had a 3 hour connection to a Dom flight), however given that I foresee no Intl sectors for the rest of the year, why bother?? If it's still available for enrolment at some later stage, then I'll probably do it.