AIR MILES Adds 'Sparkle' to Reward Program

Peoples and Mappins joins growing list of new sponsors

TORONTO, May 16 /CNW/ - LoyaltyOne, owners and operators of the AIR MILES Reward Program, today announced a national agreement with Zale Canada, owners of Peoples Jewellers and Mappins Jewellers, to participate as the exclusive sponsor in the fine jewelry category.

The rollout of Peoples and Mappins Jewellers will begin today in Ontario, with the rest of Canada following in August 2011. Collectors will earn one reward mile for every $40 spent at approximately 150 Peoples and 65 Mappins retail locations in shopping malls across Canada.

"As the exclusive specialty jeweller offering AIR MILES reward miles, our guests have another compelling reason to choose Peoples and Mappins for all their jewelry purchases," said Theo Killion, chief executive officer of Zale Corporation. "Today's announcement demonstrates our ongoing commitment to offer our guests great value by differentiating ourselves from our competitors."

The addition of Peoples and Mappins is just another example of how the AIR MILES Reward Program enriches relationships between brands and their customers. The company is continuing to make major strides towards offering Collectors reward miles on a growing number of new retail categories including the recent addition of The Children's Place.

"Peoples and Mappins, are tremendous additions to a growing roster of new specialty retail Sponsors," said Neil Everett, Chief Marketing Officer, AIR MILES Reward Program. "Our exclusive partnerships with Canada's largest specialty jewellery retailer will strengthen the Program and offer more reward options to our loyal Collectors."

About Zale Corporation

Zale Corporation is a leading specialty retailer of diamonds and other jewelry products in North America, operating approximately 1,870 retail locations throughout the United States, Canada and Puerto Rico, as well as online. Zale Corporation's brands include Zales Jewelers, Zales Outlet, Gordon's Jewelers, Peoples Jewellers, Mappins Jewellers and Piercing Pagoda. Zale also operates online at,,, and Additional information on Zale Corporation and its brands is available at

About the AIR MILES Reward Program:

Founded in 1992, the AIR MILES Reward Program is Canada's premier coalition loyalty program. More than 10 million active Collector accounts, representing approximately two-thirds of all Canadian households, actively participate in the Program. The AIR MILES Reward Program allows Collectors to indulge in leisure, entertainment, merchandise, travel and other lifestyle rewards quickly, simply by doing their everyday shopping for products and services at AIR MILES Sponsors. AIR MILES reward miles can be redeemed for more than 1,200 different rewards, such as movie passes, family attractions, electronic merchandise, sports and recreation, travel and more.

SOURCE Air Miles Reward Program

For further information:

Carrie Makrigiannis
Environics Communications

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Air Miles Reward Program

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