Air Miles begins new brand campaign
By Rob Bale
Loyalty program Air Miles has begun a new branding effort called “Collect More Moments.” The initiative promotes changes to the program since its acquisition by BMO last year with a focus on travel, as well as grocery, gasoline and pharmacy shopping. The promotion includes a national marketing campaign consisting of television advertising and a contest component.
“Real loyalty is more than a transaction, and ‘Collect More Moments’ is more than a tagline, more than a promise to collectors,” said Shawn Stewart, president of Air Miles. “Air Miles’ new brand platform keeps us focused on the moments we want to create and enjoy, and the partners, products and experiences that connect to those moments. We've listened to our collectors, partners, and Canadians, and today marks the first step on our journey to reimagine Air Miles around a unifying idea that will sharpen our business decision-making and ring in a new era for one of Canada's most recognized loyalty programs.”