The group’s B2B brands LMG Insight & Communication and Carlson Marketing will now operate under the new moniker.
The change will not affect Groupe Aeroplan’s consumer facing brands such as Nectar, Aeroplan and Air Miles in the Middle East.
The company hopes that the new brand name and strapline: “Inspiring loyalty” will help it become recognised as the global leader in loyalty and increase its market share, customer numbers and reduce attrition.
Rupert Duchesne, president and chief executive officer, says that the Groupe Aeroplan brand name did not reflect the global business and so it has adopted a new name that will create a “single recognisable brand” and “align and mobilise its expertise to fuel global growth”.
Duchesne adds: “Aimia represents the new company we have become … our strategic expansion … and demonstrates much more clearly the global powerhouse we have become. It wraps up all our histories but points us in a clean new direction.”