ABN AMRO, Albert Heijn, Shell, Vroom & Dreesmann and KLM were contractually confirmed as anchor partners during the summer and the Air Miles programme launched via a massive advertising campaign in October 1994. The programme enjoyed immediate success, with millions of Dutch households enrolling into the programme before year's end. More than a dozen additional retailers also joined the Air Miles programme just prior to --- or within a year --- following the launch. These included Praxis, Etos, Gall & Gall, Blokker, Hunkemoller, Videoland and several others. Similar to other Air Miles programmes, Air Miles in the Netherlands originally included flights. But it also added a handful of other travel and leisure rewards. The initial rewards were KLM, Center Parcs, NS (Dutch Rail), Stena Line, Efteling and Noorder Dierenpark Emmen. In 1998, the reward programme was expanded to include a wide-ranging catalogue of merchandise redemption options. The programme's popularity later waned starting in 2004, when ABN AMRO ceased its participation. Albert Heijn subsequently limited its issuance of Air Miles just to private-label products to allow for greater product discounting via its Bonus Card programme. At Shell gas stations, customers can choose between Air Miles or stamps. Currently Air Miles has over 3.8 million active users, making it the largest loyalty program in the Netherlands.