KidZania partners with Air Miles to educate children on the benefits of a loyalty card

Children will be able to collect Air Miles at 19 of the KidZania activity establishments. One KidZo, the award-winning centre's currency, is equivalent to one Air Mile. Once they have collected enough Air Miles, children will be able to spend them at the National Store on a variety of available gifts.

Arif Amiri, Chief Executive Officer, Emaar Retail LLC said: "The addition of Air Miles to KidZania's family of partners highlights how the children's edutainment centre has emerged as a preferred marketing partner that fits the diverse community and market outreach goals of business entities. The partnership between Air Miles and KidZania will introduce the loyalty concept to little ones, and will be an effective channel for the company to focus on the next generation of influencers."

Mark Mortimer-Davies, CEO, Air Miles Middle East said: "We're excited to be working with the wonderful world of KidZania to introduce the concept of loyalty to children. We feel it's an excellent opportunity to encourage children to learn by playing and copying the best behaviours of their parents. We believe it's important that children are introduced to the concept of loyalty at an early age - the concept of working hard and then enjoying the fruits of their labour by collecting Air Miles, which they can use towards valuable rewards. As loyalty is a relatively new concept in this region, they may also remind their parents to use their Air Miles card while out shopping together."

KidZania provides a safe, unique and very realistic educational environment that allows kids to do what comes naturally to them: role-playing by mimicking traditionally 'adult' activities. It features offices, a university, fire station, race track, radio station, pizzeria, hospital, bank, theatre, among others, all scaled down to a smaller, child-friendly size. Children dress up in real-life uniforms and perform over 80 realistic professional tasks in a fun and meaningful way.

Air Miles is the region's leading coalition loyalty programme, where members can collect Air Miles both in-store and online at over 130 partners, which is more than 1,500 outlets across the UAE, Qatar and Bahrain - including Sharaf DG, Al Ansari Exchange, Pan Emirates Home Furnishing, Spinneys and Rotana. Members also collect Air Miles twice every time they spend by using their HSBC credit card together with their Air Miles card.