Air Miles is launching its latest marketing platform, “The destination for inspired living” with a new custom magazine mailed to the homes of 800,000 Air Miles collectors.
Inspired Living, which is being produced by Rogers Publishing and replaces Air Miles’ Travel & More, includes features on travel, entertaining, decorating and consumer products.
The 84-page launch issue hopes to lure readers with a cover story on traveling to the Amalfi Coast in Italy, cooking tips from Jamie Oliver, suggestions on where to eat and what to do if you’re in Vancouver for 48 hours, and advice on whether to buy a plasma or LCD TV. Most of the features list products’ value in Air Miles points. For instance, a Panasonic Viera 42-inch high-definition plasma TV costs 15,300 points.
The magazine showcases some of the rewards available to Air Miles customers but the objective of the new magazine is to connect and entertain readers more than in the past, said Jacqueline Loch, vice-president of strategic creative at Rogers Publishing and publisher of Inspired Living. “The actual content has been created to engage the attention of the consumer,” she said.
Not every article is about an Air Miles reward product, but it should be relevant to it in some way, she added. “We attempted to raise the Air Miles brand to a different level to reach that ‘inspired living’ status, so there is better quality photography and better content, more relevant content.”
Advertising for now is limited to Air Miles partners and is being handled by Air Miles rather than Rogers.
The magazine will be published twice this year with the possibility of more editions next year and each issue will have 10 versions: The content will be changed slightly for a boomer and a family edition, and for each of those versions five regional editions will be produced to allow for localized promotional offers. “The differentiated versions will inspire collectors with relevant offers and useful information based on their life stages,” said Neil Everett, senior vice-president and chief marketing officer at Air Miles, in a release.
The marketing partnership between Air Miles and Rogers (which also owns Marketing) was formed late last summer and the magazine is being produced by Rogers new Content Solutions division, with Jaimie Hubbard, most recently with TV Guide, on board as editor-in-chief.
