TORONTO-March 9, 2010 – The AIR MILES® Reward Program, owned and operated by LoyaltyOne, Inc., has announced the formation of a new division, AIR MILES for Social Change, which is partnering with government agencies, energy utilities, transit service providers, and non-governmental organizations (NGOs).  These partnerships leverage the value of AIR MILES reward miles and the program’s reach into more than 10 million Canadian households to create incentives for energy conservation, public transit, waste reduction and other sustainable choices to shift the attitudes and behaviours of Canadians in favour of healthy living and the environment.

Under this recently-formed mandate, an innovative energy conservation relationship with the Ontario Power Authority is set to be announced in April, 2010. This joint program will help engage Ontarians to take simple conservation actions that will have lasting financial rewards and help fight climate change. This new relationship builds on other recently successful environmental initiatives by AIR MILES in urban transit with the Edmonton Transit System and clean energy with Bullfrog Power, plus pilot programs in waste diversion with the City of Toronto.

“The AIR MILES Reward Program has over 17 years of experience analyzing and affecting consumer behavior,” said President, Pietro Satriano of the AIR MILES Reward Program. “We formed AIR MILES for Social Change with the distinct mission to help organizations more effectively inspire socially responsible lifestyle choices among Canadians by harnessing the reach and power of AIR MILES reward miles. With our reach into more than 10 million households, this division has the potential to move the meter on sustainability and conservation in Canada.”

AIR MILES for Social Change augments the successful AIR MILES My Planet program, launched in 2009. My Planet encourages consumers to make greener lifestyle changes and rewards them for choosing eco-friendly, My Planet designated products and services at participating AIR MILES Sponsor locations. Collectors also have the opportunity to redeem their earned miles on environmentally sustainable products and services. In less than one year, My Planet has set the standard by offering the most comprehensive set of rewards and incentives for making environmental choices.

“The launch of AIR MILES for Social Change is a clear reflection of one of the most fundamental corporate values at AIR MILES” says Andrew Souvaliotis, chief impact officer and general manager of AIR MILES for Social Change. “We have a unique opportunity to put our program to work for the benefit of our society and our planet. Through these cost-effective partnerships with other industry leaders, we aspire to set a powerful example for businesses across Canada.”

In addition to programs for Collectors, partners and sponsors, the team at AIR MILES has been focused on internal sustainability for the last three years and in 2009, launched a robust sustainability program aimed at reducing its own environmental footprint. The hallmark of this program is the new AIR MILES Customer Care Centre opened in the City of Mississauga, Ontario in November of 2009, built towards silver and gold LEED certification. The facility features 800 photovoltaic solar panels generating 165 kilowatts of power, making it the largest rooftop solar panel installation in Canada.

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. More information is available at www.airmiles.ca.

About LoyaltyOne

LoyaltyOne works with more than 100 of North America’s leading brands in the retail, financial services, grocery, petroleum retail, travel, and hospitality industries to profitably change customer behavior.  Through a team of businesses including Canada’s AIR MILES Reward Program, COLLOQUY, Precima, LoyaltyOne Consulting and Direct Antidote, LoyaltyOne designs, delivers, and manages a suite of loyalty marketing services -- consumer data, customer-centric retail strategies, direct-to-consumer marketing, loyalty consulting, and more.  LoyaltyOne is part of the Alliance Data family of companies. For over 30 years, Alliance Data has helped its clients build more profitable, more loyal relationships with their customers.  More information is available at www.loyalty.com.