Air Canada is heralded for its incredibly robust and successful loyalty program. So, to continue building on it, we launched a completely new program – from a to z – specifically geared towards kids ages 4 to 12. We called it “Skyriders.” And it was designed to help kids enjoy their own super personalized travel experience. To launch it, we created a brand new microsite complete with video content. It features some of the benefits of the program, including a special little in-flight kit for kids.