Delivery company Skip is launching a paid membership program to give its members discounts and access to experiences with a roster of brand partners, including CIBC, Live Nation Canada, WestJet and the NHL.

Skip+ combines free delivery, bonus points and reduced service fees with offers and experiences for members, such as travel benefits with WestJet and NHL game tickets. With CIBC as a premier partner, cardholders also have access to additional benefits, such as a free 12-month Skip+ membership trial, a welcome coupon and a preferential monthly subscription rate after the free trial.

Skip VP of marketing Rachel MacAdam tells strategy that the program is specifically designed to bring more value to the company and its delivery experience service. MacAdam says that for many years Skip has offered a points-based loyalty program, but now the company wants to go further with the launch of Skip+, partnering with brands to offer more savings.

The program is being launched as part of the new brand platform, which focuses on offering rewards and experiences that resonate with the public’s interests, she says. “As a convenience brand, helping Canadians ‘Skip to the good part’ is important to us; not only to provide a convenient delivery experience, but to deliver more value by reaching all of their passion points, including food (of course), but also sports, entertainment and travel,” she says.

In addition to increasing loyalty with existing customers, the brand is rolling out Skip+ to appeal to a younger demographic, MacAdam adds.

The program comes after the launch of Skip’s rebranding campaign last month. Through two-minute videos, the brand emphasized that it was dropping “the Dishes” from its name because it wanted to show that it facilitates more than just skipping the dishes. The media plan includes OLV ads that are running in movie theaters in Toronto and Calgary until December. There is also a “significant” OOH buy, with transit wraps, bus shelters and billboards in key markets, as well as TikTok influencers and ads on Spotify, YouTube and Twitch.

Previously, in June, Skip also partnered with Rexall to add more than 245 retailer locations to its network.