UNIVERSAL MUSIC JOINS AIR MILES PROGRAM
By Adnews Staff
Universal Music Canada has joined the Air Miles loyalty program, operated by The Loyalty Group. Air Miles collectors can now redeem their points online at <http://www.airmiles.ca> for Universal Music CDs and DVDs. To promote this offer, until Nov. 30 Air Miles members can redeem 100 miles for a music CD and receive a second CD for 50 additional miles. Advertising will consist of radio promotion in some markets and direct marketing to program members in the form of statement inserts and newsletters. The advertising for English Canada was done by MacLaren McCann. The advertising for Quebec was done by Saint-Jacque Vallee Young & Rubicam. Public relations for Air Miles are handled by GCI Group of Toronto.
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