Canadian digital media firm Aimia Inc is acquiring a minority inters in Think Big Digital Sdn Bhd. The latter owns and operates the loyalty program of BIG-AirAsia and Tune Group, according to The Star.

On Thursday, AirAsia said Aimia would initially invest C$16 million (MYR47.87 million) in Think Big. An additional C$7 million would be invested if certain goals are achieved by the end of 2015. The airline also said Aimia's investment would give BIG members a very rewarding loyalty proposition, the report detailed.

The loyalty program of AirAsia BIG covers Southeast Asia. This region's population of 634 million is the world's fourth biggest in term sof airline market size, the report added.

AirAsia BIG Loyalty program chief Alice Goh said: "With AirAsia's customer base of over 43 million guests a year, the potential of BIG to deliver deeper, more meaningful relationships to a broad membership base is significant. We believe that this potential extends beyond flight revenues and we look forward to working with all BIG partners to build a cutting-edge programme."