Case Name :      Air Miles Canada: Rebranding the Air Miles Rewards Program

Authors :           Niraj Dawar, Ramasastry Chandrasekhar

Source :             Ivey Publishing

Case ID :            907A09

Discipline :        Marketing

Case Length :    11 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Air Miles, the largest third party loyalty program in Canada, has more than nine million subscribers. Competition in the loyalty card market is heating up with the entry of Aeroplan and the myriad of proprietary loyalty programs launched by retailers and other brands, and Air Miles seeks to tighten its relationship with customers. Paradoxically, for a data-driven company focused on influencing consumers individually, Air Miles opts to develop and launch a mass advertising campaign to reconnect with consumers, and just as importantly, to re-energize internally.