Air Miles' Stage Pass Entices Millennials with Concerts, Events & Perks

By: Laura McQuarrie - Jun 29, 2015
References: airmiles & marketingmag
In partnership with Live Nation Canada, Air Miles launched 'Stage Pass,' a new initiative geared towards delivering exclusive discounts, concert tickets, perks and other VIP experiences in exchange for dream miles earned.

The engaging new program is set to increase enrollment in younger members by offering reserved ticket access to music shows for artists like One Direction and Ariana Grande. Stage Pass also promises "social media surprises" for Air Miles collectors who follow the brand on Instagram, Facebook and Twitter.

As it stands, the majority of Air Miles' existing members are not Millennials or Centennials, but this could quickly change with the introduction of Stage Pass, since many young consumers value collecting experiences over products—especially if these exclusive experiences are heightened by the dreaded "fear of missing out."