Mario ToneguzziRBC and Calgary-based airline WestJet have announced they are creating Ampli, a next-generation loyalty platform “that will deliver unparalleled value to consumers through amplified earning power on a simple and convenient digital solution.”

In a news release on Wednesday, they said the platform is open to all Canadians and will provide members with merchant offers, flexible rewards and exclusive bonuses. Also, members who spend on RBC cards and fly with WestJet will further amplify their rewards.

“Ampli brings RBC and WestJet, who are already partners on the WestJet RBC World Elite MasterCard, together in a unique alliance that will complement their existing proprietary loyalty offerings. Through Ampli, other top Canadian brands will also have the opportunity to deepen their engagement with consumers,” they said.

“The Canadian loyalty landscape is ready for disruption, and Ampli is a fundamental shift in the business model,” said Dave McKay, president and CEO of RBC, in a statement. “We are bringing together top Canadian brands to help them reach consumers more efficiently and effectively. We will also provide consumers with opportunities to earn rewards and save money like never before.”

“We’re delighted to partner with RBC on this new venture,”said Ed Sims, president and CEO of the WestJet Group of Companies. “With Ampli, we can provide greater value to the millions of our combined customers by leveraging the power of the platform to deliver personal and relevant offers. Moreover, Ampli will provide the ability to better serve our guests and help WestJet fly even more premium travellers.”

Ampli will debut later this year.

Respected business writer Mario Toneguzzi is a veteran Calgary-based journalist who worked for 35 years for the Calgary Herald in various capacities, including 12 years as a senior business writer.

westjetThe views, opinions and positions expressed by columnists and contributors are the author’s alone. They do not inherently or expressly reflect the views, opinions and/or positions of our publication.

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