Air Miles begins television campaign
By Adnews Staff
The Air Miles loyalty program began a new national television advertising campaign on Oct. 22. The campaign consists of four 30-second commercials, three in English and one in French, as well as a redesigned website at <http://www.airmiles.ca>. In each ad, various inanimate objects remind program members to shop with participating companies to receive loyalty points. In one ad, an Elvis Presley figurine on a car's dashboard reminds the driver to buy gas at a Shell station so he can collect enough points to visit Graceland. The initiative will run until the end of November, then again in 2008 from January to February. The campaign was developed by Publicis Canada of Toronto. "We wanted Air Miles collectors to identify with the characters' emotional states and recognize how easy it is to make their own dreams come to life," said Duncan Bruce, executive creative director at Publicis Canada. "With the new TV campaign, Publicis is helping to increase Air Miles reward miles earning among collectors and drive traffic to the updated website."