Aeroplan, Canada’s premier coalition loyalty program, has launched a new national integrated mass media campaign, bringing to life its new brand positioning—the result of a thorough process that began with extensive consumer research. Created by Cossette for Aeroplan, the campaign is based on the notion of Aeroplan as a trusted companion to its members, allowing them to share special moments with their loved ones—experiences that go well beyond any destination. With a variety of ways to earn, offers members care about, and advice on how to get the most out of their miles, Aeroplan always puts the member first.

Aeroplan’s role as a trusted partner every step of the way is exemplified in a simple, yet powerful assertion: “We’re behind your plan.”

“Our new brand platform is all about reaching out to members as individuals by providing them with information, personalized offers and advice that is relevant to them,” said John Boynton, Chief Marketing Officer, Aeroplan. “Every member has an idea of how they want to use their Aeroplan Miles. The campaign acknowledges this and shows how Aeroplan is there to help its members with their plans.”

“We could not be more proud of this 360° campaign, solidly based on consumer insights, which will undoubtedly lead to stronger brand affinity,” added Sylvain Lemieux, Principal Vice-President, Cossette.

The creative concepts feature various vignettes of Aeroplan Members in relatable situations experiencing meaningful moments with family and friends. The new campaign includes a 30-second television spot, a strong digital component, content strategy (native ads, editorial content), as well as out-of-home and print initiatives.


Aeroplan: John Boynton, Chris Willoughby, Martine Boulerice

Agency: Cossette

Photography: Geneviève Caron and Andric

Director: Guillaume de Fontenay

Production: La Cavalerie

Post-Production: Studio Element

Music: Circonflex

Sound: La Majeure

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