Winners by Category – Retailing



Client: The Loyalty Group

Campaign: ‘Collect To Win’ Fall Mega Miles

Agency: Impiric

Creative Director: Kimberley Walsh

Copywriter: Shelly Sutherland

Art Directors: Kim Speed, Andy Montague

Participating Air Miles sponsors have an opportunity to encourage increased collector purchases and store traffic by offering bonus Air Miles through the twice-yearly Mega Miles promotion. This successful retail promotion has been running for the past three years, but in 1999, Air Miles wanted to reinvigorate the program to expand sponsor participation and deliver even better results than those achieved in the fall 1998 campaign.

The strategy was to introduce a value-added promotional element to the campaign. Rather than just receive bonus coupon offers from sponsors, collectors could now participate in customized contests (each sponsor had their own.)

Direct mail, mass media and point-of-sale advertising were leveraged in support of the campaign. The contest was announced in the September issue of Travel & More magazine, while direct mailings in October delivered the coupons and contest offers to almost five million active collectors.

The results were outstanding. The fall ’99 campaign beat the fall ’98 campaign in all respects, attracting 30 participating sponsors (versus 22 in 1998) and increasing collection of reward miles by 624% over the previous year.


Lancôme Canada/The Bay for their ‘Skincare Studio Event,’ developed by Publicis Dialog.


Lennox Heating and Air Conditioning for its TLC Maintenance and Warranty Program, developed by Vickers & Benson Direct + Interactive (VBDI).