JEAN COUTU GROUP BECOMES AIR MILES SPONSOR
By Adnews Staff
The Jean Coutu Group has joined the Air Miles program. Beginning May 3, Jean Coutu stores in Quebec will offer Air Miles to members of the loyalty program. A radio and outdoor advertising campaign by Jean Coutu will promote its participation in the program. The creative was developed by Montreal-based Breton and Jean Coutu staff. Media buying was handled by Mediavision. The Loyalty Group, which operates the Air Miles program, will promote the addition of Jean Coutu with television advertising, direct communications with collectors, in-store materials and online at <http://www.airmiles.ca>. The Loyalty Group's agencies, Saint-Jacques Vallee Young & Rubicam and MacLaren McCann, created the marketing materials. Other Air Miles sponsors in Quebec, which include Rona, IGA and Shell, will promote the addition of Jean Coutu with ads in their flyers. Public relations for Jean Coutu are handled by Everest Communication. PR for Air Miles is handled by GCI Group.