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AIR MILES unveils new brand platform focusing on moments that matter for Canadia

June 27, 2024 | Customers

In the hustle and bustle of modern life, many have lost a sense of true connection with the people who give their lives meaning. That’s why the AIR MILES® Reward Program is unveiling its new brand platform, ‘Collect More Moments,’ with a mission to help Canadians reconnect. This platform showcases the true value of being an active and engaged collector by making the most of the open and flexible program AIR MILES has been evolving into. 

The average collector might associate AIR MILES with $10 off at Shell or redeeming Miles for flights, but there’s so much more value in the program – and AIR MILES wants to empower more Canadians to take advantage of it.  

It’s turning your weekly grocery shops – armed with AIR MILES Receipts offers – into summer picnics with your family. It’s that feeling of realizing it’s not just a free tank of gas; it’s the unforgettable road trip you take with your family. It’s stacking offers and using your BMO AIR MILES Mastercard to fill your summer with moments and experiences powered by AIR MILES. 

Since BMO acquired AIR MILES in 2023, we’ve continued to roll out enhancements that led to the launch of this new platform, including: 

  • A new travel platform with improved earning opportunities and more flexibility on booking 
  • Innovative AIR MILES Receipts, offering Canadians a new way to earn Miles and stack on the value while grocery shopping 

With strengthened presence in key everyday purchase categories — grocery, gas, pharmacy — AIR MILES is the loyalty program offering the most ways to earn, allowing Canadians to collect more moments faster. 

To further enhance the collector experience and provide more value, AIR MILES now offers: 

  • Enhanced tier benefits: Gold and Onyx collectors can convert Dream Miles to Cash Miles and vice versa. Onyx collectors enjoy unlimited transfers, while Gold collectors can transfer up to 1,000 Miles per year, giving them more freedom to collect the moments that matter to them. Among other benefits, Gold and Oynx collectors will gain access to an exclusive promotion once per year, debuting later in 2024. 
  • Expanded redemption options: Over the past six months, AIR MILES has added more than 10 new brands to its eVoucher portfolio for collectors to redeem for – TJX, Sporting Life, Sail, Costco, Amazon and more – allowing for more choice based on preferred moments.  
    Beyond eVouchers, AIR MILES is prioritizing redemptions at lower price points, helping collectors get to their next moment quicker. The program is launching an expanded promotional calendar that aims to deliver value and deep discounts across products, at more times throughout the year, further enhancing how quickly collectors can earn and redeem Miles. 
  • More ways to earn: Offering collectors the opportunity to earn more ways at more places, including more than 94 per cent of grocers nationwide and eligible liquor purchases through AIR MILES Receipts, with plans to expand to more categories, alongside in-store at more Pharmasave locations across the country, starting September 10. 
  • Card-linked offers: AIR MILES’ coalition of partners and earning opportunities continue to grow as it announces new card-linked offers with Budget/Avis, Turo, Instacart, Moroccanoil and Porter Airlines. This is another way to earn Miles faster – and now BMO AIR MILES credit cardholders will effortlessly earn Bonus Miles on their applicable purchases. 
  • Grocery and liquor enhancements: AIR MILES is further establishing itself as a key player in the grocery and liquor categories with the newly enhanced BMO AIR MILES credit cards. Cardholders now earn 2x the Miles at wholesale clubs and liquor retailers across the country, in addition to the existing 2x Miles benefit at any eligible grocery store. 
  • Best fuel discount in Canada: BMO AIR MILES credit cardholders receive 7¢/L discount on Shell V-Power®± premium fuel and 2¢/L on all other Shell fuel every time they fuel up, making it easier to enjoy the next road trip moment.

To bring the new platform to life, AIR MILES is launching a national marketing campaign, which includes the “Moment Shop” tour designed to help Canadians enjoy moments, an Epic Moments Giveaway, and one of its largest-ever redemption events. 

BMO is joining in the AIR MILES Reward Program rebrand with a refresh of our AIR MILES Mastercards, including special offers for employees and customers. The BMO AIR MILES Mastercard and BMO AIR MILES World Elite Mastercard will be increasing welcome bonuses for new customers who apply through BMO channels in August and September.  

COMING SOON – The Moment Shop 

This summer, AIR MILES will introduce Canadians to The Moment Shop, which will feature items empowering users to create more meaningful moments with the people that matter. The shop will travel to cities across Canada – and for those in smaller communities, all products will be available online through a digital extension of the online rewards catalogue. 

July 5-7 & July 11-14 (360 Queen Street West) 

July 20 (Sunset Beach, Honda Celebration of Light) 
July 21 (1204 Beach Ave) 

July 24 (City Centre – Taste of Edmonton) 

July 26-27 (128 8 Avenue) 
August 2-3 (Jacques-Cartier Pier) 

August 4 (William Street Plaza – 61 William St) 

August 9 (Harbourfront Parking Lot) 

August 10 (Peaks Quay Boardwalk, 3 George St.) 

Get the most from AIR MILES today! 

For more information, check out the AIR MILES app or visit the AIR MILES website. If you’re not a Collector, now’s the perfect time to join…and get ready for all the fun stuff coming this summer. 

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