To the point
With a new logo and a few minor changes, the AIR MILES Reward Program is focusing on flexibility in its rewards.
Change of logo, change of color and improvement of its flight search tool. However, forget about the big promotions like Shop The Block, for 2021.
Brand image and advertising
AIR MILES is changing its visual identity for its website and membership card. The light blue turns to dark blue, while changing its airplane logo with a retro look.
In addition to the new brand image, AIR MILES is launching its new French slogan:“Quand on l’a, on l’a“. In English, the slogan is“It’s all gravy“. This way, AIR MILES shows that it offers life’s little pleasures and extras, all for free thanks to AIR MILES Reward Miles.
At first glance, the French version of the slogan is confusing. You really have to have seen the video ad to understand the reason behind the choice of words.
Flights
Starting this November, AIR MILES promises an improved experience with its flight search tool. This is promising! Because a good dose of patience and trial and error was required to use it.
At the moment, if you do not have enough miles for a flight, the search tool does not give any results.
From now on, all flights will be displayed: the flyer will have the choice to pay with credit card OR redeem their Miles.
Currently, only Air Canada, WestJet, Delta and United airlines are displayed in the results. Starting in November, AIR MILES will look like a travel agency, offering more choice and flexibility. All flight options and airlines will be featured.
In theory, the cost in AIR MILES Reward Miles varies depending on the distance. With the new program, the cost in miles will vary according to market dollar prices.
This change should allow AIR MILES to be more competitive on long-haul routes, but it remains to be seen what this will mean for the often cash-intensive short-haul flights (which are one of the current sweetspots of the program).
Merchandise
We have written to you many times that buying products with AIR MILES Reward Miles is not optimal. However, there are a few situations that can encourage members to find their own way.
AIR MILES wants to encourage more and more members to redeem their DREAM miles for merchandise. Thus, it will reduce the cost in miles on its products.
As a bonus, AIR MILES is offering a promotion until October 31, 2021. When redeeming 1,000 miles or more for an item in its catalogue, the program offers a discount of 100 miles. You must enter the promotional code“GRAVY” at checkout.
AIR MILES Credit Cards
BMO credit cardholders will automatically be granted AIR MILES status. These statutes do not give major advantages but can be used on certain occasions.
Here is a summary of the 3 levels.
Two BMO AIR MILES cards will give a status :
| Card | Status | |
 |
BMO® AIR MILES® MasterCard® | Gold |
 |
BMO® AIR MILES® World Elite®* Mastercard®* | ONYX |
We have two exclusive offers in effect until the end of October 2021 for these AIR MILES credit cards:
In addition, all members with Onyx status will have Shell Go+ membership. This membership gives you more miles for each visit to Shell, with additional multipliers.
Mastercard and AIR MILES
Starting in early November, all Mastercard credit cards in Canada will have the ability to be linked to an AIR MILES account. Even those that are not part of the AIR MILES program!
There will be opportunities to earn extra miles at iconic brands like Subway, Indigo and Boston Pizza. More details will be forthcoming in the next few weeks.
Adding partners online
To take advantage of the wave of online purchases, additional partners will be added to earn more miles.
At this time, AIR MILES has nothing for the province of Quebec. But recently, the program has added Voilà, by Sobeys and Metro online (in Ontario only).
Future promotions and contests
Until October 13, members can participate to the Bonus Boom promotion. If you use 3 offers, you get 95 miles. This gives a value of $10.
From October 21 to November 10, 2021, there will be a contest to give away one airplane flight per day. Each AIR MILES membership card swipe gives you a chance to win a $5,000 voucher, every day. The grand prize is a $25,000 voucher.
Unfortunately, the much anticipated Shop the Block promotion will not take place this year. The loss of big partners in 2020 and 2021 (like Rexall, LCBO and Lowe’s/Rona/Réno-Dépôt) has hurt AIR MILES. As a result, AIR MILES is having difficulty offering as much as it used to.
That’s why a hyper vitaminized version of Bonus Boom will replace it. From November 18 to December 27, 2021, using an offer from the Bonus Boom Boost promotion will give you a chance to enter a contest.
Four regional grand prizes of 250,000 AIR MILES Bonus Miles will be awarded in Canada. And a grand prize of 1,000,000 Miles will also be awarded.
Conclusion
By revamping its image, AIR MILES hopes to promote its “free” and flexible nature.
The program has axed its large and popular promotions like Mega Miles and Shop the Block. On the one hand, it puts a lot of emphasis on getting miles faster by sprinkling promotions here and there.
On the other hand, the AIR MILES program focuses on AIR MILES credit cards and their multipliers. With this, it shows that members get miles faster and in a different way.
We don’t see any devaluation with these changes (until we can use the new flight search tool), but these “improvements” are pretty minor.
Come to discuss that topic in our Facebook Group!
