Air Miles Canada builds up leisure rewards

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By: Wise Marketer Staff |

Posted on July 21, 2003

Air Miles Canada builds up leisure rewards

Air Miles Canada has added a variety of promotions, rewards, and sponsors to its loyalty programme, to strengthen its offering for the 14.6 million active Air Miles collectors in Canada.

To start with, working with Toronto's Office of Economic Development, Culture & Tourism, Air Miles is participating in a 'You belong here' summer promotion, which includes a Passbook to Fun booklet that highlights a range of summer events in and around the city of Toronto.

"We've listened to our Collectors and added to the programme's leisure, entertainment and attraction rewards, which are simple to attain and simple to request," explained Bryan Pearson, president for the Air Miles reward programme in Canada.

Event bonuses At each summer event, attendees will have their passbook stamped. Once they have three stamps they will have the chance to win special awards, including five prizes of 5,000 Air Miles reward miles.

The programme is also working with Universal Music, Country Music Television (CMT), and Corus Country radio, to send eight winning members to Meet & Greet Shania Twain in Chicago. The grand prize includes VIP passes, a personal 'meet and greet', and all necessary flights and accommodation.

New partner rewards Air Miles has added four new reward offers in conjunction with movie and game retailer, Blockbuster Canada. Rewards include one free Blockbuster Favourites Rental (for 25 reward miles), one new release and one Blockbuster Favourites Rental (for 65 reward miles), four new release rentals (for 150 reward miles), and four game rentals (for 165 reward miles).

Collectors can also redeem reward miles for a 5-day adult ticket for Walt Disney World resort in Orlando, Florida (for 3,080 reward miles), or a 5-day child ticket (for 2,460 reward miles). Alternatively, 7-day tickets can be obtained for 3,720 miles (adult) or 3,000 miles (child).

And LegoLand California is also participating, offering an adult pass for 350 reward miles, and a child's pass for 300 reward miles. Other rewards for the summer 2003 season include the CNE in Toronto, Just For Laughs festival in Montreal, Casino Regina, and golfing at Horseshoe Valley's newly renovated 18-hole golf course.

New sponsors As previously reported by The Wise Marketer (see July 16, 2003), Air Miles Canada has recently joined forces with WestJet to allow collectors to earn one reward mile for every Can$20 spent on flights booked through the airline's web site.

For collectors living in the Alberta region, Air Miles reward miles can also now be earned on residential natural gas and electricity expenditure, through Direct Energy. Collectors in Ontario can also earn reward miles for their natural gas purchases.

And after just two months with the Air Miles reward programme, the Canadian pharmacy group, Jean Coutu, has decided to expand its partnership by adding a Can$20 Reward Certificate that can be used for health and personal care products, in addition to providing consumers in Quebec with the ability to collect reward miles at its 248 stores across the province.

And finally, Air Miles collectors in Alberta can use their reward miles in payment for fuel purchases at Shell outlets, at an exchange rate of 175 reward miles for a Can$20 certificate that can be used at participating Shell, Turbo, Beaver, and Payless locations.

Existing reward mile-issuing sponsors include the Bank of Montreal, Shell, SportChek, American Express, Reitman's, The Shoe Company, A&P, Sobeys, Safeway, IGA, and Jean Coutu. The sponsor network currently represents more than 12,000 retail and service locations.

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