Air Miles is giving one small, music-loving town a big reward this summer.
In partnership with Live Nation, the rewards program has launched Detour, a new music program that will award one Canadian community with a live performance by Grammy Award-winning singer-songwriter Meghan Trainor.
The program highlights five communities that have strong musical cultures, but aren’t usually frequented by big-name artists on tour: Moose Jaw, Sask., Morin-Heights, Que., Mulmur, Ont., Nelson, B.C., and Port Hawkesbury, N.S.
“Music is one of those areas of passion that really spans generations,” said Rachel MacQueen, VP of marketing at Air Miles Reward Program. “[However], to have the opportunity to an experience an artist up-close-and-personal is often limited to the big markets. We wanted to make sure that every Canadian had an opportunity to experience someone like Meghan Trainor.”
Members can now go online to register and vote for one of the five towns in the running. For the month of May, every reward mile collected will count as one vote for their chosen community. The community that racks up the most reward miles will be treated to the performance later this summer.
Collectors will also have the chance to earn bonus miles and win one of five VIP Detour concert experiences in the winning community.
In addition, Air Miles launched a contest called “Big Break,” inviting music artists to upload their own performance videos to AirMiles.ca/Detour. Canadians will then vote on which artist or band will play at the Detour concert.
To kick off the program, Toronto band Robbie and Matthew performed a Meghan Trainor song on the CN Tower EdgeWalk. The performance is featured in a video that is being posted to Air Miles’ social media channels. Air Miles has also launched a series of mini-documentaries that highlight the musical scenes, histories and cultures of each town.
The program is being promoted through digital and social media, as well as at participating retailers.
Air Miles is working with T1 on on-site activations. North Strategic is handling PR and social and its sister company Notch created the documentaries. Conversant is handling media buying and Squareknot developed the microsite.
