Aeroplan to bow Aeroplan Arrival

Half a million copies of the new branded-content magazine will be mailed to 'select' plan members in August.

Aeroplan announced yesterday that it plans to launch Aeroplan Arrival, a branded-content magazine focusing on travel, lifestyle, culture and popular reward merchandise, in mid-August.

Half a million copies of the upscale glossy, which will be produced in English and French in partnership with Redwood Custom Communications, will be mailed to ‘select’ Aeroplan members. The first issue of the twice-yearly publication will comprise 64 pages, including ads from, among other marketers, CIBC, Infinity, Air Canada and American Express. Promotions will be limited to public relations elements, including an event that’s still in the planning stage.

‘This is the latest in a series of initiatives we have developed to add value to our expanding loyalty program and to satisfy a unique and growing membership and partner base,’ explains Aeroplan VP marketing Sylvie Bourget. ‘We identified the need for a quality publication that truly reflects our members: urbane travelers who continually seek more – not only out of their travel experience, but out of life.’

Bourget adds that Aeroplan Arrival will feature work by top Canadian and international writers, photographers and illustrators and will ‘include a robust advertising initiative for both partners and non-partners, and represent an unparalleled opportunity for the Canadian advertising community, with direct and targeted access to 500,000 of Aeroplan’s high-value members.’

In 2009, three issues of Aeroplan Arrival will be published, as well as an online version.