AIR MILES Reward Program—Canada's Premier Coalition Loyalty Program—Launches Loyalty Community Powered by Awareness

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Waltham, MA — June 15, 2009— Awareness, Inc., the leading provider of on-demand social media marketing software, today announced that the AIR MILES Reward Program (http://www.airmiles.ca) launched the AIR MILES community (http://community.airmiles.ca/en), an online loyalty community providing AIR MILES Collectors the opportunity to connect with the Program and its Sponsors, and to share redemption stories, collection tips and tricks with fellow members.

Founded in 1992, the AIR MILES Reward Program is Canada's premier coalition loyalty program. More than 10 million active Collector accounts, representing approximately two-thirds of all Canadian households, actively participate in the Program. The AIR MILES Reward Program allows Collectors to indulge in leisure, entertainment, merchandise, travel and other lifestyle rewards quickly, simply by doing their everyday shopping for products and services at AIR MILES Sponsors.

The launch of the community utilized a multi-channel marketing approach that included both traditional and social media. AIR MILES Collectors learned of the launch of the site through direct mail as well as through other social networking sites like Facebook and Twitter. To date, the marketing program has attracted over 17,000 community members who are actively engaged in over 8,000 discussions.

"The AIR MILES community gives collectors a destination to share and exchange information and connect with each other," says Neil Everett, Chief Marketing Officer, AIR MILES Reward Program. "Social media gives us the ability to engage in a dialogue in a way that was previously not possible. The information we have collected has already allowed us to deliver a better customer experience and will continue to help us grow and improve the program going forward."

The social network, which is available in both English and French, features:

• A tips & tricks section that allows users to find and share information on how to earn more reward miles and get the most out of the AIR MILES Reward Program.
• A discussion forum that encourages members to begin conversations, ask and answer specific questions, and connect with fellow Collectors as well as AIR MILES Sponsors and the AIR MILES reward program.
• Interactive photo galleries created by users to showcase everything from great vacations to testing out new products.

"Forward-thinking companies are using social media to engage in dialogue with their customers and prospects in a way that was previously not possible," said Robin Hopper, CEO of Awareness, Inc. "The focus on connecting customers around common interests now makes the AIR MILES web site more than just a place to redeem reward miles; it becomes the trusted destination to discuss the topics that matter most to AIR MILES members."

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