Miles To Go In Joint Promo

Kellogg and American Airlines are upping up the ante on their American Dream co-promotion by including certificates for 100 frequent-flier miles on more than 75 million boxes of Kellogg cereals, Nutri-Grain snacks, Pop-Tarts, Pastry Swirls and Eggo waffles.

The companies say the promo will run in 43 products, up from18 last year, when consumers redeemed more than 300 million miles.

This time contestants have a chance to win one of five instant-win 1 million mile giveaways through Nov. 30, 2002.

Radio ads, via Source Marketing, Westport, Conn., feature Kellogg’s Dream Breakfast Destination and Mile Collection Marathon. Print ads are planned for American’s in-flight magazine, American Way, and billboards are planned for airports and taxicabs.

Leo Burnett, Chicago, handles print and other support for the promo.