Air Miles Shows 'It's All Gravy' in Campaign from Broken Heart Love Affair

Today, AIR MILES has launched a series of new programme enhancements set against the backdrop of a transformed brand identity. At the core of AIR MILES new look and feel is a modern take on its iconic logo, alongside our new tagline 'It’s all gravy'. This tagline encapsulates what AIR MILES and its partners offer – that little bit extra; the gravy on top. With AIR MILES, you’ll get on board for a life of all the extras and Canada’s most recognised loyalty program is debuting this new approach while providing its Collectors with more redemption benefits, more ways to earn, and more opportunities to take part in promotions to help make their dreams come true. 

To celebrate the beginning of the new brand, AIR MILES is launching a national marketing campaign created by Broken Heart Love Affair that will excite Canadians, reengage collectors, and inspire non-collectors to get involved. Launched today, the advertising campaign will be executed in TV, out of home, PR, social, experiential, influencer and digital channels.  

The focal point of the brand relaunch is a film spot that invites viewers to join AIR MILES on a journey through a magical, whimsical world that contextualizes 'It’s all gravy' by reminding us of all life’s little extras that are possible with AIR MILES. It’s a world where anything can happen, and does, just like the world that Canadians experience when they become AIR MILES collectors.

In developing the new brand identity, AIR MILES solicited feedback from its most engaged Collectors to help better represent the direction in which the programme is headed.