AIR MILES Reward Program Collectors raise $352,050 for Haiti

-- Collector contributions to Canadian Red Cross are matched through Government of Canada --

TORONTO, Feb. 22 /CNW/ - The AIR MILES(R) Reward Program is pleased to announce that AIR MILES Collectors donated $352,050 to the Canadian Red Cross to assist with relief efforts in Haiti following the devastating earthquake. In partnership with the Canadian Red Cross, AIR MILES encouraged their Collectors to donate 200 reward miles online from January 15 to February 12, 2010 which were converted into a $25 cash donation to the Haiti Relief Fund. These total contributions from AIR MILES Collectors will be included in donations presented to the federal government by the Canadian Red Cross for matching. Through the match program, the AIR MILES Collectors contributions represent $704,100 in support of the survivors of Haiti.

"We are truly humbled by the generosity of our Collectors and are pleased we were able to assist the Canadian Red Cross in their Haiti relief efforts," said Bryan Pearson, president, LoyaltyOne, owner and operator of the AIR MILES Reward Program. "The cash donation will go directly to assisting the victims, their families and rebuilding the devastated country."

"Funds raised are currently being used to support emergency relief efforts such as providing medical support, clean water, food and shelter. Funds raised will also be used to address the longer-term needs of affected communities as we begin to help them rebuild and recover," said Secretary General and CEO of the Canadian Red Cross, Conrad Sauvé. "We are grateful to AIR MILES Collectors for providing support and hope for those in Haiti who need it most."

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.

For further information: AIR MILES Media Desk, [phone] or [email protected]