AIR MILES sets the stage to bring Grammy award winner Meghan Trainor to one lucky Canadian community

AIR MILES DETOUR encourages Canadians to #bandtogether and vote for the winning concert location

TORONTO, April 12, 2016 /CNW/ - Today, the AIR MILES^® Reward Program kicked off AIR MILES DETOUR, a new music program that will be rewarding one lucky community in Canada with an incredible once-in-a-lifetime live music performance, featuring Grammy Award-winning singer-songwriter, Meghan Trainor. 

No stranger to large stadiums, the 'All About That Bass' singer is set to rock music fans in a location that isn't usually frequented by touring A-list artists. This summer, AIR MILES DETOUR will highlight five music-loving communities that deserve to win an epic concert experience. In the end, one will be chosen to host Meghan Trainor for what is sure to be an unforgettable performance.

"Canada has deep musical roots across the country, and the five communities that are eligible to host the AIR MILES DETOUR concert represent what Canadian music is all about – historically and today," said Rachel MacQueen, Vice President, Marketing, AIR MILES Reward Program. "At AIR MILES, we are always looking to give our Collectors experiences that feed their passions. The AIR MILES and Live Nation partnership is about bringing our Collectors closer to the music they love. I encourage all Canadians to register and vote so they can help bring an incredible show to the community they think deserves it most."

The winning community will be selected by AIR MILES Collectors across the country. Starting today, Collectors can go online to register for one of the five communities in the running. Beginning May 1, every AIR MILES Reward Mile collected at participating Partners will count as one vote for their chosen community. Collectors who pre-register, beginning today until April 30, will also get five bonus votes. Voting ends on May 31, 2016 and will be tabulated to reveal the winning community later this summer.

Throughout the program, along with thousands of Bonus Miles that are up for grabs, Collectors will also have the chance to win one of five VIP DETOUR concert experiences in the winning community. When Collectors register online and use the VIP coupons, they will get an entry for every VIP coupon used. The concert is scheduled to take place later in the summer. _­

"Our partnership with AIR MILES aims to give more Canadians access to live music, and the DETOUR program does exactly that," said Riley O'Connor, Chairman – Live Nation Canada "We can't wait to bring an unforgettable music event to one lucky Canadian community." 

The five communities vying for the votes of Canadians are:

• Moose Jaw, Saskatchewan: A tight-knit community with a roaring live music history
  Starting in the Roaring '20s, Moose Jaw's vibrant live music scene echoed from countless venues, big and small, including the historic River Street district. To this day, music is still ingrained in the local culture; it binds a tight-knit community that rallies around both local artists and big names who have created a strong tie between Moose Jaw and the larger Canadian music scene. There is a strong following for many different types of live music in the city, which even hosts Canada's longest-running electronic music festival each year.
  
  
• Morin-Heights, Quebec: A legendary recording hub paves the way for a tradition of musical culture
  Nestled in the Laurentians, this cozy ski town played an important role in Rock N' Roll history. The vein of live music started running through Morin-Heights in the 30s and 40s and thrived in the 70s and 80s when locals played music all the time and made the community a happening place to be. Many international artists passed through over the years and laid down tracks at Le Studio, a historic recording studio that played host to the likes of David Bowie, Rush, Chicago and the Bee Gees. Locals have countless stories of interacting with legends, like Keith Richards and Sting, while they were in town. Le Studio is no longer operational, but the magic still lives on in the community; it's a vibrant hub for producers, directors and musical artists who continue to hone the tradition of musical culture through the generations.
  
  
• Mulmur, Ontario: Home to a historic music festival and tranquil inspiration
  As counter culture was alive and well in the late 60s and 70s, this town of only a few thousand people welcomed tens of thousands each year for the Freak Out Festival, Canada's answer to Woodstock, to hear The Guess Who, Lighthouse and more play at historic Rock Hill Park. The grounds were closed to concerts a decade later, but the essence of music lives on. Surrounded by tranquil, natural settings, music is experienced in a very intimate way within the community; in homes, small pubs and churches. The beauty and serenity of the township provides a space for musicians and artists to create and connect with themselves and their music away from the hustle and bustle of big city life.
  
  
• Nelson, British Columbia: Where community, music and peace of mind come together
  Nelson is a unique community that has drawn in arts and culture lovers seeking peace of mind since the hippie scene of the 1960s. People of all ages have made the conscious choice to move to this picturesque place and music has been one of the biggest unifying threads among them for decades. With local talent playing every genre of music, no matter what you like, you can go out and find live music to enjoy any night of the week. Each spring and summer, Nelson and the surrounding areas also host numerous music and arts festivals, keeping the region's music culture alive.
  
  
• Port Hawkesbury, Nova Scotia: Music Flows through its veins
  A hardworking community with heartwarming unity, Port Hawkesbury's culture is rooted in local musical expression. With reportedly more fiddlers per capita than anywhere in the world, you won't have to look far to find someone who can play an instrument. Outdoor venues like the Granville Green provide local artists with a chance to make their mark on the live music scene, while traditional Celtic kitchen parties keep locals on their feet, laughing and enjoying the company of friends.
  

To kick off the program this morning, Toronto band Robbie and Matthew performed an original song from 1,168ft above ground on the CN Tower EdgeWalk. View the video here.

To learn more about AIR MILES DETOUR and register to vote for your favourite town, please visit www.airmiles.ca/detour.

Follow us on the road with the hashtag #bandtogether on Facebook, Instagram and Twitter.

About the AIR MILES Reward Program 
Launched in 1992, the AIR MILES Reward Program is one of the best ways to get rewards in Canada.  With more than 10 million active Collector accounts, approximately two-thirds of all Canadian households can turn everyday purchases like gas and groceries into movie tickets, kitchen gadgets, electronics, dream vacations and so much more.  Unlike other frequent shopper programs, Collectors can get Miles from hundreds of leading brand-name Partners, representing thousands of retail and service locations across Canada and leading global brands online. The AIR MILES Reward Program lets Collectors reward themselves their way – they can build their AIR MILES Cash balance to use toward in-store or online Cash rewards at participating Reward Partners, build their Dream balance to get vacations, electronics and more, or a combination of both.  Whatever rewards Collectors like most, they can get them quickly and easily with the AIR MILES Reward Program.

About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world's leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, Live Nation Media & Sponsorship and Artist Nation Management. For additional information, visit www.livenationentertainment.com.

SOURCE AIR MILES Reward Program

Video with caption: "Vote for a chance to bring Meghan Trainor to one of five deserving communities". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20160412_C8067_VIDEO_EN_663025.mp4&posterurl=http%3a%2f%2fphotos.newswire.ca%2fimages%2f20160412_C8067_PHOTO_EN_663025.jpg&order=1&jdd=20160412&cnum=C8067

Rachael Montgomery, North Strategic, 416-803-8302, [email protected]