LCBO EXPANDS AIR MILES PROGRAM
By Adnews Staff
The Liquor Control Board of Ontario is now offering Air Miles rewards in all of its outlets in the province. The organization tested the program in Toronto-area stores for eight weeks. Under the program, customers who use their Air Miles collector card will be given one Air Miles travel mile for every $20 spent at the LCBO on a cumulative basis over a one-month period. Non-beverage alcohol purchases such as bar accessories and gift certificates are also eligible to earn Air Miles. The LCBO may also offer bonus travel miles for special events such as a new product launch. To promote its involvement in the Air Miles Reward Program, LCBO has teamed up with two other Air Miles sponsors, the Bank of Montreal and Shell Canada, to launch a TV campaign that began airing last week. The campaign was created by Young & Rubicam of Toronto. The LCBO will also promote the Air Miles Reward program in its magazine called Food & Drink. The publication is available at LCBO outlets.