Loyalty program, More Rewards is launching “More Rewards Travel, Powered by Expedia.”

The program is run by Pattison Food Group and has hundreds of partner locations in Western Canada. It boasts millions of active members and is now hoping to entice those looking for getaways.

Using the new More Rewards Travel, Powered by Expedia platform, cardholders can choose to pay for travel through points redemption or online payment. Members can also redeem any amount of points towards a travel booking and earn one point for every dollar spent through the platform.

The platform follows More Rewards’ move last summer to expand in-store redemption options by introducing its “Pay with Points” program, says Pattison Food Group chief operating officer Jamie Nelson.

“We’re offering More Rewards cardholders more travel options, more payment flexibility and dedicated travel customer support,” Nelson says.

Pattison Food Group is the parent company for Save-On Foods, Buy-Low Foods, Quality Foods, Everything Wine, Pure Integrative Pharmacy and Imperial Distributors Canada.

To celebrate the launch of the new platform, More Rewards will give away 1,000,000 points (the equivalent of over $4,000 in travel) to a cardholder. To enter, members need to scan their card at checkout by March 27, 2024.

Recent travel-linked promotions by More Rewards included a winter getaway and a dream travel contest with CIBC last November. Last fall, the loyalty points program also kicked off the third year of “Fueling Sport,” its sponsorship program for elite athletes hailing from Western Canada.

The “More Rewards Travel, Powered by Expedia” campaign consists of in-store execution at PFG banners (Save-On-Foods, PriceSmart Foods, Nesters Market, Buylow Foods, Quality Foods), OOH, earned media, organic social media – including integration into some content produced by athletes on its “Fueling Sport” sponsorship roster – paid social media, radio, YouTube bumpers and search discovery.

SMC Communications is carrying out the earned media work, alongside the organic social media. Pattison Go is assisting with media placement, with Pattison Food Group’s design team handling creative.

Expedia Group’s three flagship consumer brands include Expedia, Hotels.com and Vrbo. This February, the third party booker positioned itself as a fulfiller of bucket list dreams, with a campaign built around the northern lights.