If, on social media, you see a video of a subway car pulling into the Queen subway station in Toronto that’s been transformed into baggage carousel, complete with colourful oversized luggage, your eyes are not playing a trick on you. It’s Air Miles, along with Pomp & Circumstance, that’s playing the trick. Air Miles is promoting Carousel of Dreams, its annual in-app game, with a 360-degree marketing strategy that includes a surprisingly realistic CGI video asset that appears to carry Air Miles Carousel of Dreams suitcases along the tracks of Queen Station.

The CGI execution is playing on Instagram and TikTok, while ads promoting the game are also running on Meta and Pinterest. Pomp & Circumstance PR agency led the creative strategy, ideation and execution of the CGI asset. The campaign, which launched on January 25 and will run until February 15, is primarily a PR one, consisting of influencer marketing, earned media, and brand social content; in addition to media buys with The Morning Show, Breakfast Television, and BlogTO.

By focusing on social media, Air Miles hopes to reach current and potential Gen Z and Millennial Air Miles collectors. During the campaign, Carousel of Dreams–which is a game found on the Air Miles app–is giving away over three million daily prizes, ranging from Reward Miles to gift cards from top brands, travel vouchers and a chance to win $100,000.