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AIR MILES PROGRAM ANNOUNCES ADDITION OF NINE MAJOR CORPORATE SPONSORS; ADDS 40 NEW BRANDS AS WELL AS LARGEST WIRELINE CELLULAR PHONE COMPANY

AIR MILES PROGRAM ANNOUNCES ADDITION OF NINE MAJOR CORPORATE SPONSORS; ADDS 40 NEW BRANDS AS WELL AS LARGEST WIRELINE CELLULAR PHONE COMPANY
 BOSTON, July 22 /PRNewswire/ -- Loyalty Management Group, Inc. announced today the addition of Coors Brewing Company, The Gillette Company, GTE Mobile Communications, Keyes Fibre Company, Lever Brothers, Thomas J. Lipton, Rexall Consumer Products/Sundown Vitamins, Scott Paper Company, and Van Den Bergh Foods as participating sponsors in the AIR MILES(R) program. The AIR MILES program, which rewards frequent buyers with free travel for purchasing everyday products and services, was launched in April with 14 initial sponsors.
 This fall, GTE Mobile Communications will offer AIR MILES members miles on services provided by GTE Mobilenet and Contel Cellular. Consumers will be able to accumulate miles monthly for use of their cellular phone service.
 Over 40 brands have been added to the AIR MILES program through the new sponsors. The brands, listed below, cover the beer, stationary product, tea, side dish, margarine, paper product, nutritional product, laundry detergent and fabric softener, soap and dishwashing liquid categories. These brands join a group of products in the snack food, salad dressing and dip, household cleaner, barbecue, pet care, and home care categories which already offer consumers the opportunity to earn miles.
 "With the companies now participating in the AIR MILES program, collectors will easily be able to accumulate enough miles for a free trip within the first year," said Keith Mills, chairman of Loyalty Management Group. "And we expect to announce several more sponsors in the next few months which will give AIR MILES collectors even more opportunities to collect miles over an even broader range of consumer products."
 The new sponsor companies in the Air Miles Program join a prestigious group of participating companies already in the program: AT&T, Cellular One(R)Chicago, Citibank New York, Citibank Visa(R) and MasterCard(R), The Clorox Company, Ford, Frito-Lay, General Cinema Theatres, Hertz, Hyatt Hotels and Resorts(R), LensCrafters(R), Phaelzer Brothers, Procter & Gamble, PRODIGY(R)Service, and Time Inc. Magazines.
 The Air Miles Program is different from traditional frequent flyer programs and is unique in that every mile earned in the program equals one mile of free air time. All you need to collect is the number of roundtrip miles to the destination of your choice and you can fly there on American Airlines(R), United Airlines, US Air, and Air Canada.
 Membership in the Air Miles program is free. Consumers can enroll by calling 800-547-2212. Air Miles will send a complete membership kit which includes all the details of how the program operates, how to collect and redeem miles, as well as information on all the specific sponsor offers. Additonal contacts: If you wish to speak with representatives from the sponsor companies please contact:
Dave Taylor Ed Nessel
Coors Brewing Company Rexall
303-277-3347 305-565-3566
Matt Miller Pam Stetson
The Gillette Company Thomas J. Lipton
617-421-7188 201-567-8000
Mr. Joe Hohman Myrna Schreibman
Scott Paper Products Van Den Bergh Foods
215-522-6213 212-906-3919
Liz Bohanan Ed Curry
GTE Mobile Communications Keyes Fibre
404-804-3909 203-849-4140


Sharon Morganstern Lever Brothers 201-871-3443
 NEW AIR MILES SPONSOR PRODUCTS
Coors(R) Beers Gillette
 Original Coors Papermate Pens, Pencils, Markers
 Coors Light and Highlighters
 Coors Extra Gold Liquid Paper Correction Fluid and
 Coors Extra Gold Light Correction Tape
 Coors Dry
 Coors Cutter
Scott Paper Van Den Bergh Foods
 ScotTowels(R) I Can't Believe It's Not Butter
 ScotTissues(R) Imperial Margarine
 Scott(R) Family Napkins Promise
 Scotties(R) Shedd's Spread
Rexall Consumer Products/ Keyes Fibre
Sundown Vitamins Chinet(R) disposable plates and
 Sundown(R) Vitamins bowls
 Rexall(R) Vitamins
 Thompson Nutritional Products
Lever Brothers Thomas J. Lipton
 All Liquid(R) Regular teas
 All Powder(R) Decaffeinated teas
 Surf(R) Rice and noodle side dishes
 Wisk(R)
 Final Touch Fabric Softener(R)
 Snuggle Fabric Softener(R)
 Sunlight Dish Liquid(R)
 Dove Dish Liquid(R)
 Sunlight Dishwasher Detergent(R)
 All Dishwater Detergent(R)
 Lever 2000 Bar Soap(R)
 Caress(R)
 Shield Bar Soap(R)
 Liquid Dove Bar Soap(R) GTE Mobile Communications
 GTE Mobilnet
 GTE Contel
 -0- 7/22/92
 /CONTACT: Terry Watterson or Leslie Bonnyman of Cone Communications, 617-227-2111/ CO: Loyalty Management Group ST: Massachusetts IN: AIR SU:


PB -- NE003 -- 1685 07/22/92 08:32 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Jul 22, 1992
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