Air Miles Soars with Success

PROMO Special Report:
Air Miles Soars with Success

Executive summary:

Consumer incentive provider Air Miles has made itself a fixture in almost one-third of Canada's 33 million households. And one reason its semiannual redemption catalog is eagerly awaited is the program's flexibility. Not only can members redeem their earned points for air travel with Canada's WestJet or other airlines; they can also put those earned miles toward earth-bound purchases ranging from snowmobiles and consumer electronics to a slew of gift cards for everything from Shell gasoline to apparel from Banana Republic or The Gap.

The catalog itself is flexible, showing up both online and in print. It's also available in retail outlets to encourage new enrollments, as well as redemptions by current members. The program is a fascinating study of the way offline and online channels can interact to produce a promotional campaign with touchpoints to suit every user's needs.