AIR MILES is Canada’s most recognized loyalty program, with nearly 10 million active collector accounts. But as new rewards programs entered the picture, AIR MILES was having a harder time standing out among the competition.

So in 2021, they set out on a journey to remind Canadians just how rewarding AIR MILES really are.

They launched with a spot that featured an out-of-this world plane that rewarded its passengers with the little extras that come with being a collector - or “gravy,” as they called it.

When it came to bringing that idea to life as an XM idea, we naturally thought of the next phase of the journey - the baggage carousel.

Introducing The Carousel of Dreams - a larger-than-life luggage carousel that delivered more than just baggage.

It turns out, after a year and a half of lockdown, people were really excited for a taste of imaginary travel; Torontonians lined up around the block - sometimes for as much as an hour - to claim their prize.

Overall, we earned 11M impressions from our 2-day activation. That’s a heck of a lot of gravy.

This campaign was awarded silver at the 2022 CMAs.