Air Miles is a group of loyalty programs operated by different companies in each region where the brand operates. The programs are available in Canada, the Netherlands and the Middle East. Points are earned on purchases at participating merchants and can be redeemed against flights with specific airlines. History The Air Miles concept was created by Sir Keith Mills and began operating in the UK in November 1988. British company Loyalty Management Group (LMG) operated the program and licensed the rights to it in other countries to other operators. LMG was later acquired by Canadian firm Group Aeroplan, now Aimia, which retains the intellectual property associated with the Air Miles name and logo internationally and is the majority partner in the Air Miles program in the Middle East. In all other countries in which Air Miles programs operate, Aimia is the licensor and is not involved in program operation. In Canada, Air Miles competes directly with Aimia's former program, Aeroplan. Similarly, the former Air Miles program in the UK had no affiliation with the Nectar program operated by Aimia. Air Miles Canada Currently owned and operated by LoyaltyOne, whose parent company is Alliance Data, the Air Miles reward program was launched in Canada in 1992 and is Canada's largest coalition loyalty program. In 1998, Air Miles Canada was acquired by Alliance Data Systems. In 2008, Alliance Data Loyalty Services became known as Loyalty One. Air Miles Canada has a number of sponsors, including Bank of Montreal, American Express, retail partners such as Shell Canada, Metro, Jean Coutu pharmacies, and the Eastlink cable company. Their online partners such as Amazon and eBay are available through their shopping portal Airmiles shops. Consumers collect Air Miles reward miles from sponsors, which can be redeemed for 1,200 reward choices, such as travel, entertainment, home electronics and gift cards. Consumers get the best value for their Air Miles when they use them for travel for Dream Rewards or promotions for Cash Rewards in stores. In April 2009, Air Miles Canada launched My Planet, an initiative to help people trade in their Air Miles for environmentally conscious products and services. Initially, My Planet offered collectors over 140 "green" redemption items, including public transit passes, organic cotton linens, and electric scooters. In September 2009, the program was extended to stores and point of purchase. Air Miles Canada has received awards for marketing, customer care/call centers, human resources,