Aeroplan: Milestone

This case study describes how Air Canada's loyalty program Aeroplan launched a communications campaign to improve consumers' perceived value and brand trust.

Aeroplan: Milestone

Cossette

Objective of the campaign

When Aeroplan was launched 29 years ago as Air Canada's loyalty program, it pretty much invented the loyalty game in Canada. Now, with so many other players on the scene, and taking into account the average consumer has nine different loyalty cards in their wallet, it has become imperative for Aeroplan to increase consumers' perceived value of the program and thus reassert its brand leadership position.

Each Aeroplan Member's journey is unique and each benefits from the program in a different way. Throughout their membership in the program, Aeroplan Members reach key milestones,...

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