AIR MILES: The Moment Shop

To drive awareness of AIR MILES’ rebrand and shift perceptions among current and potential collectors, we created a high-impact PR moment that engaged AIR MILES, its partners, and Canadians on both national and local levels. It was supported by an omnichannel strategy integrating earned and integrated media, thought leadership, influencer partnerships, experiential marketing, and social content.

To support its new creative platform ‘Collect more moments,’ we ideated and executed AIR MILES’ The Moment Shop. Featuring a flagship Toronto pop-up and a national tour, it brought AIR MILES to life in a tangible, immersive way, allowing visitors to learn about the revitalized program. They were invited to select ‘moments’ directly from the shelves to win prizes tied to program partners, reinforcing the breadth and versatility of the loyalty program.

Building on the success of the Toronto activation, the Moment Shop took to the road, embarking on a national tour, stopping at six additional key markets across Canada. Each tour stop featured the travelling Moment Shop Trailer, a scaled version of the flagship where collectors could earn AIR MILES and exclusive prizes from their regional partners.

To ensure strong earned media traction, we commissioned a third-party survey on Canadians’ most valued moments, creating a compelling news hook. Combined with a strong integrated media push, we secured national and local coverage about the rebrand and travelling pop-up. Both AIR MILES executives and key influencer partners served as our campaign spokespeople. The former were positioned as Moments Economy experts, whereas the latter created connective tissue for the campaign as they also acted as hosts for our The Moment Shop events.

Overall influencers played a pivotal role, both paid and earned, from coast to coast tasked to promote the rebrand’s key messages, showcase the program, and, where possible, driving traffic to local Moment Shops. We also collaborated with influencer partners to co-produce engaging content that spotlighted the new brand platform, developing high-performing paid ads for Meta, TikTok, and Pinterest.

To round out our comprehensive approach, we developed an owned social media strategy spanning LinkedIn, TikTok, and Instagram, reinforcing AIR MILES’ evolving values, future goals, and new offerings while expanding audience reach.