OREANDA-NEWS. BM&FBOVESPA is holding an event to celebrate the initial public offering of shares of Smiles S.A., the multi-loyalty company of airline Gol.

Smiles becomes the 128th member of the Novo Mercado, which is BM&FBOVESPA’s segment for the highest corporate governance standards. The shares will be traded under the SMLE3 ticker symbol.

Book building for the Smiles S.A. share offering was held on April 25, 2013 and set the price at BRL 21.70 per share. Booking by non-institutional investors was met to the value of BRL 2,994.60 (138 shares), with an 86.99% apportionment applied to the remainder.

The Smiles Program was created in 1994 as a VARIG air miles program.

Over time the Program has gone through several changes, including a change to the company’s control in 2007, when it became the Customer Relations Program of GOL Linhas Aereas Inteligentes.

Today the Smiles program is one of the largest coalition programs in Brazil, with more than 9 million participants and more than 150 air industry and non-air industry partners.