TORONTO–RBC and WestJet announced today 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. Open to all Canadians, Ampli will provide members with merchant offers, flexible rewards and exclusive bonuses. In addition, 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.

“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. “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.”

Over the coming months, additional merchant partners will be announced.

“We’re delighted to partner with RBC on this new venture. 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,” said Ed Sims, President and CEO of the WestJet Group of Companies. “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.

Royal Bank of Canada is a global financial institution with a purpose-driven, principles-led approach to delivering leading performance. Our success comes from the 81,000+ employees who bring our vision, values and strategy to life so we can help our clients thrive and communities prosper. As Canada’s biggest bank, and one of the largest in the world based on market capitalization, we have a diversified business model with a focus on innovation and providing exceptional experiences to our 16 million clients in Canada, the U.S. and 34 other countries

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Together with WestJet’s regional airline, WestJet Encore, we offer scheduled service to more than 100 destinations in North America, Central America, the Caribbean and Europe and to more than 175 destinations in over 20 countries through our airline partnerships. WestJet Vacations offers affordable, flexible vacations to more than 60 destinations and the choice of more than 800 hotels, resorts, condos and villas. Members of the WestJet Rewards program earn WestJet dollars on flights, vacation packages and more. Members use WestJet dollars towards the purchase of flights and vacations packages to any WestJet destination with no blackout periods, and have access to Member Exclusive fares offering deals to WestJet destinations throughout our network and those of our partner airlines.

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