Air Miles offers miles for searches

With travel down and scrimping up, a new partnership with Yahoo! Canada provides collectors a non-travel related point accumulation option, and helps Yahoo! rack up more eyeballs.

In coalition with Yahoo! Canada and US-based web tools developer FreeCause, Air Miles announced the launch of the Air Miles Toolbar, the first Canadian loyalty program initiative that delivers reward miles just for searching.

The Air Miles Toolbar, which can be downloaded at, offers Canadians five reward miles for every 50 Air Miles Toolbar searches, with a maximum of 30 miles each month.

The Air Miles Toolbar allows 9.5 million collectors to earn miles without doing any shopping – a first according to sources – increasing the brand’s search engine market share, and getting additional eyeballs using Yahoo! search.

From the Air Miles perspective, senior director of e-business Emmie Fukuchie says this is another way for dedicated collectors to go the extra mile, adding, ‘one of the interesting things is that, on the toolbar, you will be able to see yourself accumulate points.’

For Yahoo! Canada, this new partnership is the latest step in grabbing a larger slice of the online advertising and search pie. Yahoo! Canada’s director of network optimization, Gina Cothey, envisions this as a way to target two-thirds of Canadian households. ‘We believe this will help Yahoo! Canada to continue to be a force in the highly competitive search business.’

Responsible for the technologically innovative toolbar is Boston, Mass.-based FreeCause, which provides an always-on connection between Air Miles and reward miles collectors. According to FreeCause founder Matt Adkisson, ‘This application creates incremental value for the millions of Air Miles collectors across Canada and we see this as the future of online loyalty marketing.’