2010. Aeroplan pretty much invented the loyalty game in Canada and plays it better than most. As new players look to take a piece of what Aeroplan built, it becomes imperative to ensure that Aeroplan differentiates itself for the right reasons and reasserts its brand leadership.
The focus of the brand platform becomes the members themselves. Cossette sends out a rallying cry to Aeroplan's employees, partners and members. A reminder that when you are part of Aeroplan, you are part of something special. “Welcome to the Club,” becomes the consumer-facing expression of Aeroplan's brand essence. Exclusivity with accessibility, an unlikely yet powerful combination, is embodied in the new platform.