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NEW WINGS FOR THE AIR MILES BRAND
October 2009 – Toronto, Canada
A recent rebranding of the AIR MILES® Reward Program has given a new, vibrant face to Canada’s largest coalition loyalty program. The multi-phased rebranding initiative was developed by Ove Design & Communications of Toronto. The rebranding, which encompasses a new brand identity, card designs and sub-brand initiatives, supports a business strategy to reassert AIR MILES as the industry leader and a partner in helping Sponsors forge and strengthen relationships with their customers.
During the rebranding initiative, research among AIR MILES stakeholders revealed considerable equity in the existing brand. While the AIR MILES Reward Program today represents more than travel, the AIR MILES name and logo are deeply entrenched in the minds of Canadian consumers. Based on this insight, Ove and AIR MILES focused on contemporizing the brand rather than entirely revamping it. The AIR MILES logo received an updated look while retaining its signature element – the airplane – for which there was still a great deal of affinity.
“Our research showed that people loved what the plane on the logo stood for,” says Michel Viau, President of Ove Design & Communications. “It wasn’t just about travel. To stakeholders, it symbolized a whole range of experiences and life pursuits.” The new brand identity developed by Ove centres on an updated rendering of the old-style plane, retaining the allure and romance of a bygone era while taking the brand into the 21st century.
“The new AIR MILES identity brings a fresh, vibrant energy to what is already a formidable brand,” says Neil Everett, Senior Vice-President and Chief Marketing Officer of LoyaltyOne Inc. and its AIR MILES Reward Program. “It makes the program’s value clearer to Sponsors, helping them to ultimately build stronger relationships with their customers.”
AIR MILES has been working with Ove to extend the elements of the new brand across various facets of the program, including card design, signage, as well as sub-brands such as the new My Planet® program, which encourages consumers to consider making greener lifestyle changes and rewards them for choosing eco-friendly products and services.
About the AIR MILES Reward Program:
Founded in 1992, the AIR MILES Reward Program is Canada’s premier coalition loyalty program. More than 10 million active Collector accounts, representing approximately two-thirds of all Canadian households, actively participate in the Program. The AIR MILES Reward Program allows Collectors to indulge in leisure, entertainment, merchandise, travel and other lifestyle rewards quickly, simply by doing their everyday shopping for products and services at AIR MILES Sponsors. AIR MILES reward miles can be redeemed for more than 1200 different rewards, such as movie passes, family attractions, electronic merchandise, sports and recreation, travel and more.
About Ove Design & Communications:
For over 30 years, Ove Design & Communications has been forging a reputation as one of Canada’s leading branding and strategic design firms. From coast-to-coast, Ove works with a wide variety of clients in the corporate, public, government and not-for-profit sectors. Founded on the notion that brands are at the core of an organization, Ove is committed to working collaboratively with its clients to develop brand communication and design solutions that are aligned with strategic business objectives. As a member of the Publicis worldwide network, Ove offers solutions that are fully integrated in both traditional and new media.
For further information, contact:
Michel Viau, President & CEO, Ove Design & Communications
michel.viau@ovedesign.com