For the record

Cannes Direct integrated into main festival

Cannes Direct integrated into main festival

Further to numerous requests from DM delegates, the organizers of the Cannes Lions International Advertising Festival and Cannes Lions Direct announced that Cannes Lions Direct will, at least in its first year, be held during the normal Festival week instead of as a separate three-day show. The high-profile direct seminars and awards ceremony will now be held June 20 to 22, 2002.

Calgary orgs form one

The Calgary Advertising & Sales Association (CASA) has merged with the Canadian Marketing Association, Calgary chapter. The newly formed organization, which has yet to be named, will support on-going education and will also help marketing professionals network with their peers.

Gold Points Rewards expands West

Red Deer, Alta.-based Race Trac Gas, and B.C. resort chain, Prestige Inns have signed on Toronto-based Gold Points Rewards as their loyalty program of choice. Race Trac Gas will initially offer the program in more than half of its 208 locations throughout Western Canada, the Yukon and Northwest Territories. Prestige Inns will implement the program in selected resort properties throughout the interior of B.C.

Tiger card launched for golf nuts

American Express of Toronto has launched the American Express Tiger Woods Credit Card with specific benefits for the Canadian Tiger fan and golf enthusiast. The Tiger branded card includes golf benefits (like discounts and golf lessons) offered by ClubLink, Golf Town and ScoreGolf, all of Toronto, and specific Tiger-related features like the chance to win two tickets to his May 27 Toronto golf exhibition.

Destina.ca boosts online travel bookings

Air Canada travel site www.destina.ca, based in Montreal, has opened for business. As the exclusive partner of Air Canada’s loyalty program Aeroplan, the site rewards customers with Aeroplan miles for every purchase made online. The site also offers Canadian content and time-saving functions for booking transport and hotels. According to Jupiter Communications, the Canadian online travel industry will grow from $600 million in 2000 to $4.5 billion in 2005. To encourage shoppers and visitors to the site, Destina.ca has launched a promo whereby newly enrolled members can win up to one million Aeroplan miles; enough miles to fly more than three times around the world.

MMA releases privacy guidelines

The Mobile Marketing Association of New York, N.Y., has issued suggested guidelines on location-based targeting, in order to protect consumer privacy. Among its recommended actions, the MMA advises members not to merge personally identifiable information with a mobile subscriber’s location information without their consent. It also indicates that mobile marketers should not share information with third parties without a subscriber’s consent.

E-mail marketing increases sales

A report by the DMA (Direct Marketing Association) found that despite the slowing economy, 66% of companies reported overall increased sales in 2001 as a result of e-mail marketing promotions, with the average increase being 52.4%. The report revealed that with an investment of only 13% of their total 2001 marketing budget, respondents indicated that e-mail promotions improved customer retention and generated 15% of total net interactive sales. The DMA’s State of the E-commerce Industry Report 2001-2002 was released last month.

Shoppers Optimum VISA card launched

The latest salvo in the loyalty wars is CIBC and Shoppers Drug Mart’s co-branded loyalty-based credit card. Through the new CIBC Shoppers Optimum VISA program, members will earn five points, redeemable at Shopper Drug Mart stores, for every dollar spent at VISA merchants worldwide. Shoppers Optimum program already has over six million members.