Mr. Lube and Castrol Support Aeroplan Beyond Miles Program



    VANCOUVER and TORONTO, June 10 /CNW/ - Mr. Lube Canada and Castrol have
partnered with Aeroplan in support of the Aeroplan Beyond Miles Program and
Air Canada Kids' Horizons. What started as a national promotion between the
two partners quickly evolved to include a national community initiative to
raise Aeroplan Miles to support this important program.
    "Mr. Lube is excited to be partnering with Castrol and Aeroplan on this
local initiative," says Paul Healey, President & CEO, Mr. Lube Canada. "Our
local approach to this communication strategy is designed to drive awareness
of the campaign and traffic to our stores. By reinforcing Mr. Lube Canada and
the Mr. Lube Foundation's position as strong members of the community we
expect to raise 500,000 Aeroplan Miles for the Beyond Miles Program on behalf
of Mr. Lube, Castrol and Aeroplan."
    With every Castrol oil change, 1.25 Aeroplan Miles will be donated
through the Aeroplan Beyond Miles Program, to Air Canada Kids' Horizons -
enabling children to access medical care not available in their community or
to make their wishes come true. To support the initiative, Mr. Lube has
created a grassroots campaign which includes e-mail communication from Mr.
Lube Canada, Castrol and Aeroplan to their loyalty members, and social media
networking activities including pages on Facebook. A public Facebook group
entitled "Drive In. Fly Out. Help donate Aeroplan Miles to Kids' Horizons" has
been created to communicate the efforts of the partners. After only one week,
the group's membership is increasing and driving awareness in all local
markets.
    "Wakefield is committed to positive community involvement, and our team
is honoured to be supporting such an important cause with our valued partners,
Mr Lube and Aeroplan. Particularly in a challenging environment, we believe Mr
Lube and Castrol customers will strongly support this initiative and help to
make a difference in our communities," notes Bob MacDonald, President,
Wakefield Canada.
    "Air Canada Kids' Horizons is all about kids." The Hospital
Transportation Program is one initiative that makes up the Kids' Horizons
program. It enables children to access medical facilities outside their
communities to get the medical care they need. We provide thousands of airline
seats each year to help sick children or to make their dream come true. For
the children and their families, the cost of air travel is an additional
burden posing serious economic and emotional hardship and we are pleased to be
able to offer a moment of happiness in an otherwise difficult time," says,
Micheline Villeneuve, Kids' Horizons Manager. "The partnership with Mr. Lube,
Castrol and Aeroplan offers Canadian consumers the opportunity to support
their local communities. By visiting a Mr. Lube and purchase a Castrol oil
product, their contribution is realized immediately."

    About Mr. Lube Canada

    Mr. Lube Canada is a leader in the automotive routine maintenance service
category with 99 locations across Canada. Founded in 1976, Mr. Lube Canada has
served over 33 million customers in its 33 year history. Headquartered in
Delta, BC, the company also has a regional office in Mississauga, Ontario to
support its national franchise network. For more information visit
www.mrlube.com

    About Wakefield Canada Inc.

    Based in Toronto, Wakefield Canada, the country's exclusive marketer and
distributor of Castrol lubricants, is a Canadian owned and operated company.
On July 1, 2009 Wakefield Canada celebrates its fourth anniversary as the
source for the category leading Castrol brand in every region of Canada.

    About Aeroplan Beyond Miles

    The Beyond Miles program invites Aeroplan members to join us in
supporting eight Canadian charitable organizations through the donation of
Aeroplan Miles including: Earth Day Canada, Engineers Without Borders-Canada,
Médecins Sans Frontières-Canada, Schools Without Borders, The Stephen Lewis
Foundation, Veterinarians Without Borders-Canada and War Child Canada. In
addition to supporting these organizations, Beyond Miles also supports Air
Canada's Kids' Horizons, a program dedicated to enhancing the quality of life
of Canadian children and youth and their families. In 2008, more than 57
million miles were donated to Beyond Miles. For more information about Beyond
Miles, please visit www.aeroplan.com/donate.





For further information:

For further information: Georgia Dahle, Director, Corporate
Communications, Mr. Lube Canada, Phone: (604) 418-4755, Email:
gdahle@mrlube.com

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Mr. Lube Canada

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WAKEFIELD CANADA INC.

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