A RENEWED BRAND TAKES FLIGHT

Facing increasing competition from new loyalty and reward programs, AIR MILES revitalizes its brand to reassert its status as the category’s market leader.

Air Miles Logos (Old and New)

The AIR MILES® Reward Program is Canada’s largest coalition loyalty program with nearly 10 million collectors across the country. The value that AIR MILES delivers to its Sponsors rests in how well it can help Sponsors forge and strengthen relationships with their customers. Given the competitive market for loyalty programs and the recent relaunch of several major Canadian brands, AIR MILES saw the need to update its image to reflect a more contemporary and dynamic brand.

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. More than simply travel, stakeholders saw the plane as a symbol of a wide 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.

Air Miles card Air Miles logo on subway turnstiles Air Miles My Planet logo

The elements of the new brand were also extended to other facets of the AIR MILES program, including card design, signage, as well as development of the sub-brand initiative My Planet®, which encourages consumers to consider making greener lifestyle changes and rewards them for choosing eco-friendly products and services.

The renewed AIR MILES brand brings a fresh, vibrant energy to an already formidable market leader and makes the program’s value proposition clearer to Sponsors, helping them to ultimately build stronger relationship with their customers.