Air Canada begins new national brand campaign
Air Canada has begun a new brand advertising campaign tied to the introduction of its new fleet of Boeing 787 Dreamliner aircraft. The campaign, developed by JWT Canada of Toronto, uses the tagline "Your world awaits." It focuses on the evolution of Air Canada's product and service strategy, as well as its efforts to provide a "world class travel experience." It makes use of the theme that travel experiences form a part of who a person is.
The national campaign consists of English and French executions that will run in major daily newspapers, accompanied by airport, out-of-home and digital advertising, along with social media activities and content marketing. National television advertising will break in July.
"Given the evolution of our business strategy, the time is right for us to adopt a more global brand positioning," said Craig Landry, vice-president of marketing at Air Canada. "Air Canada successfully competes every day with the best airlines in the world, and we wanted a creative brand platform that would help elevate our brand and reflect our aspirations."
"Today's traveler lives life on a global scale," said Susan KimKirkland, CEO of JWT. "They seek experiences that turn every journey into an opportunity to do more, be better and to go farther on a more personal level. Air Canada knows that they expect more from airlines and they are focused on improving the flight experience for their customers. This campaign is in direct response to what the traveler is telling us. Travel isn't an escape anymore. It's an entrance."