Aeroplan is promoting the launch of Distinction, its new recognition program with exclusive benefits for its top accumulating members with an hour-long giveaway in Toronto’s Yonge-Dundas Square tomorrow.

Called Departure Day, the event will see a round trip ticket to a selected destination as well as $1,000 spending money given away every five minutes for a total of 13 trips during the hour from noon to 1 p.m. to people who sign up in person or via their mobile devices tomorrow.

“First and foremost the event underscores some of the exciting things we have announced over the summer,” Chris Willoughby, general manager, marketing communications and brand at Aeroplan, tells MiC. “It is meant to showcase the Distinction program. Beyond our members it is also to raise awareness about Aeroplan in the general public, getting them excited and interacting with them and engaging them.”

The experiential event is a first for the loyalty program, which has been ramping up its mass marketing more in recent years, says Willoughby. In addition to the event on Wednesday in Toronto, the company has been promoting the launch of Distinction with a OOH, print and digital campaign throughout the summer with media and creative from Cossette. Ads promoting the program will continue to stay in market for the rest of the year.