GEMS Education has announced that it has partnered with Aimia Inc, a data-driven marketing and loyalty analytics company headquartered in Canada, to create the “region’s first” education-related rewards and benefits programme.  
Aimia and GEMS Education will develop a programme that will provide the GEMS community of more than 300,000 parents, teachers, staff and students from 48 GEMS schools in the UAE with partner discount offers and special tailor-made experiences that will help offset the cost of tuition fees.
The initiative is also GEMS Education’s “way of giving back to parents and saying ‘thank you’ for the trust that has been placed in their schools over the years”, it has said in a press statement.
Dino Varkey, CEO of GEMS Education, said: “Following our announcement of the GEMS Rewards Programme earlier this year, we appointed Aimia as our programme consultant and technology provider to shape the initiative. Our primary aim is to help reduce the net effect of school fees on a family’s budget and reward GEMS teachers and staff for the amazing work they do.”
The programme will leverage the latest mobile technologies to deliver personalised and targeted rewards. Partnering with the region’s “most sought-after” brands, the programme will offer discounts, ‘buy one get one’ offers on products/services, privileges and exclusive experiences across dining, healthcare, wellness, hospitality, travel, retail, entertainment, toys and stationery, the statement noted. 
 It is anticipated that more partners will be signed up over the next few months. 
Paul Lacey, Aimia Middle East managing director, added: “Aimia and GEMS are working together to develop a market-leading reward proposition that will provide real value back to parents, teachers and staff.”
Aimia manages programmes for blue-chip clients around the world, including those in Qatar, the UAE, Saudi Arabia and across the GCC.


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