LCBO and Aeroplan are teaming up for a simple travel enticement.
Aeroplan members can rack up points by using membership cards when buying a bonus point product at the LCBO, on top of a chance to win one of nine weekly travel packages, which include a round-trip flight for two anywhere Air Canada flies, plus 100,000 Aeroplan points with HotelSavers, a feature on the loyalty program’s hotel booking platform.
The “Taste and Travel” contest runs until March 30 and includes prominent in-store signage. The contest is promoted through a variety of LCBO and Aeroplan media channels, as well as paid media. The contest spans most alc/bev categories including wine, spirits, beers, canned coolers and cocktails, to ensure a range of customer favourites are in the bonus point product offerings.
“The new ‘Taste and Travel’ Contest is all about inspiring travel through a taste of the thousands of destinations members can fly to when they redeem their points with Air Canada,” explains Andrea Haraldsen, manager, partner marketing at Air Canada.
When it comes to the “Taste and Travel” contest, Heraldsen says the company wanted to keep things simple. The campaign messaging is designed to remind Ontarians that Aeroplan and the LCBO are always helping them broaden their horizons – whether it’s finding a favourite new tipple or inspiring them to explore the thousands of places they can fly to with Air Canada. The theme of simplicity also extends to the contest itself, with customers automatically entered for a chance to win a new travel package each week every time they purchase a bonus point product.
Haraldsen tells strategy that teaming up with the LCBO helps make Aeroplan even more relevant for Ontario-based members, as the brand continues building a best-in-class loyalty experience, adding that the loyalty points program is committed to delivering value regardless of how frequently members travel.
The aim, Haraldsen explains, is to encourage customers to trial new LCBO product offerings and get a taste for travel. It is targeting new and existing members who may have not yet taken advantage of the earning and redemption opportunities offered by the LCBO partnership
“We’re also targeting Aeroplan Credit Cardholders who are not actually sharing their Aeroplan membership number at the LCBO checkout,” Haraldsen says. “This means they are missing out on earning bonus points on select products on top of the points they’re earning with their Aeroplan credit card.”
The LCBO and Air Canada creative studios both played key roles in creating the Taste and Travel contest.
