AIR MILES Announces New Collaboration with Olympian Tessa Virtue

TORONTO, February 11, 2019—Today, the AIR MILES Reward Program announced a new collaboration with Olympic and World Champion Ice Dancer Tessa Virtue. As one of the most celebrated and decorated athletes in Canadian history, the most Googled Canadian in 2018 and all-around national symbol, Tessa will show Canadians how she gets the most out of the Program whether between practices on the ice or during downtime with friends and family.

A three-time world champion and avid AIR MILES Collector, Tessa, as the new brand ambassador for the Program, will show Collectors how they can get Miles and use them towards a variety of Rewards, including music, sporting, travel and culinary experiences or merchandise.

This exciting new collaboration brings together a beloved Canadian icon and a truly Canadian brand. Tessa, in connecting with Collectors nationwide, will help highlight offers as well as different facets of the Program.

“We’re thrilled to be collaborating with a name every Canadian knows and loves. As an AIR MILES Collector herself, Tessa can help us show Canadians how they can get the most out of their AIR MILES experience,” said Rachel MacQueen, VP Marketing, the AIR MILES Reward Program. “We’re committed to providing our Collectors with unique and memorable experiences and our collaboration with Tessa is a great way for us to connect with our Collectors and profile the wide range of Rewards available to them.”

“As an active Collector, I am excited to be joining the AIR MILES team as a brand ambassador,” said Tessa Virtue. “Whether I’m shopping online, planning for dinner with friends or picking up everyday necessities, I love knowing I’m getting Miles for purchases I would be making anyway. With so many Partner locations across Canada and online, getting closer to a Reward is that much easier.”

This Valentine’s Day, AIR MILES is excited to release a special Valentine's Day Gift Guide through airmilesshops.ca, curated in part by Tessa. Airmilesshops.ca, the company’s online shopping portal, gives Collectors the chance to get Miles on purchases from hundreds of leading retailers including Amazon.ca, Sephora and Adidas, just by shopping through the site.

To learn more about the AIR MILES Reward Program visit www.airmiles.ca.

About the AIR MILES Reward Program

The AIR MILES Reward Program is Canada’s most recognized loyalty program, with nearly 11 million active Collector Accounts, representing approximately two-thirds of all Canadian households. AIR MILES Collectors get Miles at more than 200+ leading brand-name Partners across the country at thousands of retail and service locations and online. It is the only loyalty program of its kind to give Collectors the flexibility and choice to use Miles on aspirational Rewards, such as Merchandise, Travel, Events or Attractions, or instantly, in-store or online, through AIR MILES Cash at participating Partner locations. The AIR MILES Perks feature also gives Collectors the opportunity to get discounts and Perks on exciting activities, which include Dining, Shopping, Travel, Entertainment, Leisure and Sports, just for having an AIR MILES Card.

For media inquiries: Abby Fong, North Strategic, 647-404-5668, Abby.fong@northstrategic.com