AEROPLAN, PARETO FORM EMPLOYEE INCENTIVE DEAL
By Adnews Staff
Loyalty program Aeroplan has formed an agreement with Toronto marketing firm Parento to sell Aeroplan Miles loyalty points to companies for use as employee incentives. Parento has created a new, wholly-owned subsidiary called Elevate Incentives to handle this business. Elevate, which will be led by Don Brommet, will replace Aeroplan's pre-existing employee and channel incentive program. "We've heard from businesses across the country that awarding Aeroplan Miles for sales and workplace performance has unique and popular appeal, a prospect that could reinvigorate most companies' current incentive and recognition programs," said Aeroplan president Rupert Duchesne. "This initiative is a way for Aeroplan to respond to this market demand and to extend our brand in the business market."