Promoting public transit through... Air Miles?

The City of Ottawa has announced a new partnership, offering an interesting new promotion for transit users (or at least those who happen to be Air Miles cardholders):

AIR MILES Collectors can now redeem 650 reward miles to obtain a Regular Adult Monthly Pass by visiting AIR MILES at www.airmiles.ca and logging on to the My Planet Rewards page. Along with more than 100 other environmentally responsible products available through the AIR MILES My Planet program, the selection of an OC Transpo pass gives Ottawa’s AIR MILES Collectors the opportunity to take public transit, leave their cars at home, and make a personal commitment to reducing their own carbon footprint.

As I said before, an interesting promotion, and definitely a reflection of "'out of the box' thinking"--as Bay Ward Councillor and Transit Committee Chair Alex Cullen called it. OC Transpo's not the first public transit utility to offer the promotion, though; Edmonton also offers an adult bus pass for 650 Air Miles, and the Toronto Transit Commission offers one for 850 Air Miles.

Although it's targeted at new users, it's as valuable to frequent existing riders, as well. Any readers considering taking advantage of the offer?