The Air Miles Reward Program partners with the Canadian Red Cross in support
of the Haiti earthquake fund

TORONTO , Jan. 15 /CNW/ - Today the AIR MILES(R) Reward Program announced a partnership with the Canadian Red Cross enabling AIR MILES Collectors to donate their AIR MILES reward miles to help with relief efforts in Haiti following the devastating earthquake. AIR MILES Collectors who wish to donate reward miles to the Canadian Red Cross can do so online at www.airmiles.ca. A charity reward redemption of 200 reward miles will be converted to a $25 cash donation by AIR MILES, and all contributions will receive a tax receipt from the Canadian Red Cross.

"We are truly saddened by the devastation the earthquake has caused in Haiti and want to help Canadians contribute to the relief efforts," says Bryan Pearson , President, LoyaltyOne, owner and operator of the AIR MILES Reward Program. "Recognizing that the optimum way to assist the victims, their families and the country is through cash donations, all AIR MILES Collectors are now able to donate reward miles to the Canadian Red Cross which will be used to provide water, shelter and medical supplies to the survivors of Haiti ."

In addition to facilitating Collector donations to the Red Cross, AIR MILES is coordinating an employee donation program to raise additional funds by donating their reward miles.

"Three million people are impacted by the earthquake in Haiti and the Red Cross response was immediate. Our disaster relief is made possible by donors and we appreciate the donation from AIR MILES Reward Program," said Conrad Sauvé, CEO and Secretary General of the Canadian Red Cross. "The Red Cross response includes evacuation support, search and rescue efforts and providing shelter and first aid."

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]