Yahoo! Canada, AIR MILES and FreeCause target two-thirds of Canadian households with agreement that rewards consumers' online searches

Industry leaders form partnership;
       set agenda for online traffic and core search-engine expansion

    -  Yahoo! Canada aggressively pursues search engine market share growth
       through partnership with Canada's premiere loyalty program
    -  AIR MILES Collectors to earn free reward miles for online searches, in
       addition to reward miles earned while shopping online
    -  Software solution innovator FreeCause Inc. targets expansion in
       Canadian marketplaceTORONTO, Jan. 29 /CNW/ - Yahoo! Canada, the AIR MILES Reward Program, and
FreeCause Inc. today unveiled a three-way agreement that sets a new standard
for engaging Canadians' online search and shopping behaviour. The AIR MILES
Toolbar, introduced today at airmiles.ca, is a free internet browser download
that allows Canadians to earn free reward miles just by doing everyday
searches.

    Through this partnership, Yahoo! Canada takes a strategic step towards
increasing its market share in the competitive search engine and online
advertising industry.

    "This is a great opportunity to partner with a loyalty program to offer
reward miles to Canadians, and we believe this will help Yahoo! Canada to
continue to be a force in the highly competitive search business," said
Director of Network Optimization, Gina Cothey, Yahoo! Canada.

    With the AIR MILES Toolbar, the AIR MILES Reward Program becomes the only
Canadian national coalition loyalty program that gives free reward miles just
for searching the internet.

    "As Canada's leading loyalty program, we are committed to expanding the
ways our Collectors can earn reward miles," said Chief Marketing Officer, Neil
Everett, AIR MILES Reward Program. "This agreement has the potential to
re-shape online consumer behaviour through one simple download."

    The fully-integrated AIR MILES Toolbar allows Canadians who are AIR MILES
Collectors to earn five free reward miles for every 50 AIR MILES Toolbar
searches (to a maximum of 360 reward miles per year), displays account
balances and ensures Collectors earn reward miles when shopping at the more
than 100 online sponsors at airmilesshops.ca.

    Developed by FreeCause Inc., a U.S.-based Web tools developer, the
toolbar is also an innovative, technologically advanced communications tool,
providing an always-on connection between AIR MILES and AIR MILES reward miles
Collectors.

    "We are excited to launch the AIR MILES Toolbar, our new, dynamic
shopping-enabled toolbar platform," said Founder, Matt Adkisson, FreeCause
Inc. "This application leverages the value of consumer loyalty to create
incremental value for the millions of AIR MILES Collectors across Canada. As
industry leaders, we see this technology as the future of online loyalty
marketing."

    About Yahoo! Canada

    Yahoo! Canada Co. is a leading internet destination that provides online
products and services to meet the needs of Canadians and offers a range of
tools and marketing solutions for businesses to connect with internet users.
Yahoo! Canada serves Canadians in both English and in French through its
sites, www.yahoo.ca and http://qc.yahoo.ca. In Canada, Yahoo! sites were
visited by more than 16 million Canadians in December 2008 (comScore Media
Metrix, December, 2008). Yahoo! Canada is headquartered in Toronto, Ontario.

    About FreeCause Inc.

    FreeCause Inc. is the industry leading provider of custom browser
toolbars. Every day, FreeCause technology connects millions of consumers
around the world with membership sites, loyalty programs, and the
organizations that are important to them. To learn more about FreeCause and
its new dynamic toolbar platform, please visit the FreeCause website at
www.freecause.com. FreeCause is headquartered in Boston, Massachusetts.

    About the AIR MILES Reward Program

    The AIR MILES Reward Program is Canada's premier coalition loyalty
program. Founded in 1992, it has more than 9.5 million active Collector
accounts, representing approximately two-thirds of all Canadian households.
The AIR MILES Reward Program offers Collectors over 800 different leisure,
entertainment, merchandise, travel and other lifestyle rewards by shopping for
products and services at one of more than 100 brand-name Sponsors. To find out
more information on the AIR MILES Reward Program, visit the website at
www.airmiles.ca.




For further information: or to schedule an interview: Corporate Affairs,
AIR MILES Reward Program, (416) 552-2346, mediaoffice@loyalty.com