Canadians Can “Collect More Moments” with AIR MILES® New Platform

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In 2023, AIR MILES® was acquired by BMO Financial Group and launched a new brand platform featuring several enhancements. Now, AIR MILES® wants to challenge the busyness of the modern world and encourage Canadians to reconnect with their circle of people and enhance those relationships by collecting more moments. The loyalty program is unveiling its new brand platform, “Collect more moments,” to meet the needs of evolving consumer buying habits and help them get to their rewards faster by giving them a chance to earn rewards almost every time they shop.

“Real loyalty is more than a transaction, and Collect more moments is more than a tagline, more than a promise to collectors. 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,” says Shawn Stewart, President, AIR MILES®. “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.”

Some of the new program benefits include:

Enhanced BMO AIR MILES® Credit Cards: The newly enhanced BMO AIR MILES® credit cards allow cardholders to earn twice the Miles on liquor and wholesale club purchases, in addition to existing double-mile benefits at eligible grocery stores.

Flexible Miles Conversion: Collectors can now convert Cash Miles to Dream Miles and vice versa, providing more flexibility.

Earn More with Qualifying Purchases: Through AIR MILES® Receipts, collectors can earn rewards at more than 94% of U.S. grocers and on qualifying liquor purchases. Beginning September 10, AIR MILES® is planning to add more brands and categories in-store and at additional Pharmasave locations.

Improved Benefits for Gold and Onyx Collectors: AIR MILES® has updated its Onyx and Gold Tiers so that Onyx collectors can have enhanced, unlimited transfer capabilities, and Gold collectors can transfer up to 1,000 Miles a year. Collectors from both tiers will also enjoy discounts on merchandise and have access to an exclusive annual promotion, which debuts later this year.

More Redemption Options: New Partnerships with 10 brands, including Amazon, TJX, Sail, Life, and more, will offer more redemption options for collectors. AIR MILES® also emphasizes lower-value redemptions to help collectors reach their moments quicker.

Card Partnership Offers: AIR MILES® continues to grow its partnerships and is providing new card-linked offers with Instacart, Turo, Porter Airlines, and Moroccanoil.

AIR MILES® is unveiling a national marketing campaign to launch the new platform. The campaign includes a “Moment Shop” tour, a giveaway, and a huge redemption event. The campaign will be featured across multiple channels, and a TV spot will showcase the loyalty program as a facilitator of connecting and creating moments.

Learn more about AIR MILES® Rewards here.