Groupe Aeroplan announced today it has entered into an agreement to acquire US-based loyalty marketing services provider Carlson Marketing for a net purchase price of CDN $188 million. The deal is part of Groupe Aeroplan’s international expansion strategy, and gives the corporation an established presence in Carlson Marketing’s global markets, including the US, Europe, Asia Pacific and the Middle East.
In related news, earlier this week Aeroplan announced a partnership with Astral Media to provide its web- and radio-buying customers with Aeroplan reward miles for their purchases.
The multi-year agreement marks the first time Aeroplan has partnered in the B2B market with a media company directly. The deal will see Aeroplan rewards offered to the advertising clients of Astral’s 83 radio stations nationwide, as well as to online advertisers on Astral sites. Management of the communications, execution and delivery of the program will be handled by Aeroplan partner Elevate Incentives. Promotion of the partnership will be executed through Astral properties and via Aeroplan B2B member partnerships.
‘This launch with Astral Radio has allowed us the opportunity to allow those business owners in local communities, i.e. small and medium-sized businesses, to earn Aeroplan Miles,’ Jennifer Jones, director, business and channel development, Aeroplan, told MiC. ‘So for us this is the next phase of a new expansion strategy in B2B, but historically, this also builds on the success that we’ve had in the B2B market over our 25-year history.’
The program kicks off with the One Million Aeroplan Miles contest, in which clients registered with the program before Aug. 31, 2010, will be entered into a contest to win one of five 200,000 Aeroplan Miles prizes.
