One of the original travel rewards programs in the Canadian market is getting a major rebrand.

Air Miles, which has been around since 1992, will soon be called Blue Rewards, as owner BMO refreshes the brand to highlight that it’s about more than just travel. At the same time, a longtime Air Miles partner, Shell, is making a move of its own—joining the Scene+ program operated by Scotiabank.

Host Mike Eppel speaks to Patrick Sojka, founder of RewardsCanada.ca which is a Canadian loyalty rewards database, to break down what these changes mean for consumers, and take a broader look at the more than 180 loyalty brands competing for Canadians’ attention.

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