AIR MILES Reward Program
Canada's premier coalition loyalty program continues to lead the way.
- More than 10 million accounts – over two-thirds of Canadian households
- A leader in targeted, one-to-one multi-channel communications
- Deep expertise in applying data analytics and research to yield customer insights
- Innovations such as AIR MILES My Planet, Canada's first national program rewarding eco-friendly choices, and AIR MILES for Social Change, partnering with governments and NGOs to promote greener, healthier lifestyles
After nearly two decades of unrivaled success, the innovation never stops.
Launched in 1992, the AIR MILES Reward Program remains one of the world's successful loyalty coalitions – a widely emulated model in which participating Sponsors issue a unique currency that customers earn on everyday shopping and can redeem for a wide range of goods and services. Today more than 10 million AIR MILES Collector accounts, representing over two-thirds of Canadian households, dominate every consumer segment nationwide.
More than 100 AIR MILES Sponsors gain the advantages of sharing costs, leveraging data and driving revenue growth through coalition-based strategies for engaging and influencing consumers. They also benefit from our array of flexible marketing tools. The program is a leader in all aspects of one-to-one communications and customer segmentation. We operate Canada's largest opt-in email database. And our popular airmiles.ca website, which welcomes nearly 30 million visits annually, includes innovations such as the AIR MILES Community social networking space.
Our pioneering loyalty coalition continues to be a center of innovation. AIR MILES My Planet is the world's first national environmental incentive program, in which consumers can earn or spend reward miles on eco-friendly products and services and share green information online. And a recently launched enterprise called AIR MILES for Social Change partners with government agencies, energy utilities, transit authorities and NGOs to shift consumers toward healthier living and environmentally sustainable choices.
Any new strategy we implement with our vast base of AIR MILES Collectors – from mobile communications to online search-based marketing – benefits from, and at the same time helps broaden, the remarkable scope of loyalty expertise across all areas of LoyaltyOne.
AIR MILES Reward Program Business Leaders
Trish Fonberg
Vice President of Business Development, AIR MILES Reward Program
Full Biography
With 25 years of experience in marketing and strategic business development, Trish and her team draw from a rich skill set to generate compelling new business opportunities for the AIR MILES Reward Program. Trish is inspired by challenge and relishes the opportunity to engage her team in tackling difficult tasks. This includes establishing new strategic partnerships, which are intended to foster long-term value for all stakeholders – particularly for its members, or Collectors.
Trish joined LoyaltyOne in 1998 as Director and General Manager of the AIR MILES Reward Program, leading the teams that managed several of the program’s major sponsor partners. A talented relationship builder, she assumed several challenging roles over the years, from Vice President of Strategic Ventures, where she led the team that investigated and subsequently built new opportunities in the online space, to Vice President of Business Development for sister company Alliance Data Retail Services, in the U.S. In 2009, Trish took on the role of Vice President of Business Development (U.S.) at LoyaltyOne, Toronto, and in 2010 accepted her current position.
Before joining LoyaltyOne, Trish served as Vice President of Marketing for Black’s Photography. She earned an Honours degree in Political Science from York University, and resides in Toronto.
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