Canada Jetlines releases skydiving video
Canada Jetlines, a new low-cost airline that will launch later this year, conducted a promotion recently intended to raise awareness of airline prices in Canada. Developed by Cossette, the promotion includes an online video depicting 18 skydivers performing a “protest in the sky,” according to the company. Consumers are also encouraged to sign an online petition in favour of increased competition in the airline industry. The promotion also introduces a visual identity for the new brand and a website at <http://www.jetlines.ca>. Media work for the promotion is being conducted by Cossette Media, with public relations support from Front & Centre.
“Through their dynamic new brand positioning and this epic protest, Jetlines is positioning itself as an airline that isn’t afraid to take on the status quo for its customers,” said Katie Ainsworth, executive creative director at Cossette.