Under the deal, Alliance has acquired 100% of The Loyalty Group of Toronto, which launched the Air Miles travel reward program in Canada in 1992. Air Miles International Group in the U.K. previously held majority interest in the privately owned Loyalty Group.
Alliance will provide The Loyalty Group with sales data capture and database management. Financial details weren't disclosed.
Canada's Air Miles program has more than 100 sponsors and participation from 4.9 million households, roughly half of all households in the country.
Copyright July 1998, Crain Communications Inc.