Groupe Aeroplan Appoints Richard Baker to Chair European Advisory Board



    MONTREAL, Feb. 26 /CNW Telbec/ - Groupe Aeroplan Inc. (TSX: AER), today
announced the appointment of Richard Baker, formerly Chief Executive of
Alliance Boots plc, to chair its European Advisory Board.
    The advisory board will assist and advise the Groupe Aeroplan European
executive team on how it can capitalize on growth opportunities for its
loyalty programs across Europe, including Nectar, the UK's leading coalition
loyalty program, and the international expansion of LMG Insight &
Communication, its customer-driven insight and data analytics business. The
advisory board will initially consist of Mr. Baker, Tony Buffin, Managing
Director of Groupe Aeroplan Europe and Rupert Duchesne, President and CEO of
Groupe Aeroplan Inc. Other members of the advisory board are expected to be
appointed during 2009.
    Mr. Baker brings to the role an unrivalled understanding of the needs of
the retail industry, and their suppliers. He has a deep understanding of
consumers, gained in part through developing the Boots Advantage Card and its
central role in Boots' customer proposition. As Chief Executive of Alliance
Boots plc, Richard led the development of the company across the UK and
internationally. He was previously Chief Operating Officer and Head of
Marketing at ASDA, seeing the business through its sale to Walmart. In April
2007, Mr. Baker was appointed Chairman of Virgin Active, the Virgin Group's
fast expanding international health club chain.
    "We are delighted that Richard will be joining us at such an exciting
time for our business," said Buffin. "The continued popularity of the Nectar
program in the current economic climate, alongside the growth of our data
analysis company, provides us with significant opportunities for expansion
both in the UK and internationally."
    "I am looking forward to assisting this talented team grow its business
and build on its market leading position," said Baker.

    About Groupe Aeroplan Inc.

    Groupe Aeroplan Inc. is a leading international loyalty management
corporation. Groupe Aeroplan owns Aeroplan, Canada's premier loyalty program
and Nectar, the United Kingdom's leading coalition loyalty program. In the
Gulf Region, Groupe Aeroplan owns 60 per cent of Rewards Management Middle
East, the operator of Air Miles programs in the United Arab Emirates, Qatar
and Bahrain. Groupe Aeroplan also operates LMG Insight & Communication, a
customer-driven insight and data analytics business offering worldwide
services to retailers and their suppliers.
    For more information about Groupe Aeroplan, please visit www.
groupeaeroplan.com.




For further information:

For further information: Media: Michèle Meier, (514) 205-7028,
michele.meier@aeroplan.com; JoAnne Hayes, (416) 352-3706,
joanne.hayes@aeroplan.com; Analysts: Trish Moran, (416) 352-3728,
trish.moran@aeroplan.com


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