Air Miles hits up morning shows to spark travel excitement

Media Experts worked out integrations with Corus, Rogers and TVA to promote the return of a popular contest.

While things have been looking a bit different at Air Miles after it revamped its brand identity, it is also bringing back a contest that will be recognizable to current members.

The Flight-a-Day Giveaway has been brought back, and the push behind the contest is meant to get both current Air Miles collectors and Canadians more broadly thinking about travel and turn their thoughts to vacationing, now that travel restrictions are starting to lift.

As part of the contest, each time a collector uses their card at participating Air Miles partners,  they will automatically be entered to win one of 21 flight vouchers valued at $5,000 each. Entries also give collectors the chance to win the grand prize of a $25,000 flight voucher, redeemable anytime.

To promote the contest, Media Experts handled the media buy and execution of the campaign that included integrations with three of the top morning shows in order to leverage the viewer’s affinity towards the programming’s talent to stimulate participation in the three-week contest.

The integrations included Global’s Morning Show within a travel segment based around travel tips people may have forgotten since the beginning of the pandemic; on City’s Breakfast Television within a Halloween-themed travel segment based around “spooky” destinations; as well as several mentions and integrations on TVA’s Salut, Bonjour!

Beyond the morning show segments, additional media support for the integrating included daily travel tips on Global; drop-ins and breaking news alerts on City; and lower thirds, banners and Facebook posts on Salut, Bonjour!

Outside of TV, there was also a radio component that involved weekly radio branded conversations about travel and contest promotion, as well as additional brandsell spots.