A new brand platform from Air Miles aims to reconnect people to meaningful moments in life.

The loyalty program’s 30-second hero spot for its new “Collect More Moments” platform sees a hotel concierge watching guests glued to their electronic devices. He then orders a microphone online and helps jump start a lively hotel bar karaoke party.

The platform also includes three 15-second spots, one of which features a bored pet owner given the choice of amassing social media likes, versus redeeming points and experiencing a real moment with her pooch.

The creative, according to the loyalty points program, is a unifying idea around focusing on the moments people want to create and enjoy – the rewards rather than the earnings.

“The category is often talking about earn here, spend more, etc. and what we found was an opportunity to go back to true loyalty, which is more than a transaction,” says Air Miles head of marketing, Kat Carl-Musson, who adds that it can stand out by taking a more emotional approach to the work.

The new platform’s unveiling comes more than a year after the BMO acquisition of the Air Miles program.

“We spent a lot of time… launching new product features, and putting value in the market and we felt the time was right to get people caught up about who we are,” Carl-Musson says.

The creative is by Dentsu Canada, which secured Air Miles’ AOR business earlier this year. It is a full 360 campaign, with upper funnel focused on inspiration. Mid-funnel is focused on informing and educating about ways to earn, Carl-Musson explains.

Air Miles is also launching a “Moments” pop-up retail shop XM experience on Toronto’s Queen Street West, something more tangible for stakeholders to forge one-on-one connections, which will then roll out as a national “road trip.”

Air Miles has made program changes to strengthen its presence in everyday purchase categories – grocery, gas and pharmacy – recently announcing an expanded relationship with national pharmacy partner, Pharmasave.

In the past six months, Air Miles has added more than 10 new brands to its eVoucher portfolio for collectors to redeem points for, including TJX, Sporting Life, Sail and Amazon. It also has new card-linked offers with brands like Turo, Instacart and Porter Airlines.

Air Miles wants to tout the open and flexible nature of the program by offering collectors the opportunity to earn more ways at more places, including at more than 94% of grocers nationwide and on eligible liquor purchases.

“The category is increasingly crowded…part of our open and flexible strategy has been to position ourselves as evolving with consumer needs,” Carl-Musson says.

Pomp & Circumstance is providing PR support and activating the pop-up. A lot of media was bought internally and Media Experts was the buy partner for mass channels.

“We are activating at a scale and in channels that we haven’t in several years,” Carl-Musson says. “We will be more present than Air Miles has been in a long time.”