With the arrival of its new Boeing 787 Dreamliner this week, Air Canada kicked off a new brand campaign designed to usher in a new era for the carrier.
In 2009, Air Canada declared its ambition to become a true global carrier, competing against the world’s best airlines. Five years later, officials say several key elements of that strategy are now in place, including:
!!! The introduction of a new Premium Economy service for international travel, creating a new and affordable option for comfort on long haul flights;
!!! Achievement of the prestigious 4 star rating from Skytrax (the only international network carrier in North America to have achieved this), as well as being named Best Airline in North America four years in a row;
!!! The delivery of the first of 37 Boeing 787 Dreamliners, complete with a fully redesigned and modern cabin interior that represents a new standard of product for international travel;
!!! A fleet renewal strategy that includes refurbishment of widebody aircraft and a major order of Boeing 737 MAX aircraft to renew the narrowbody fleet beginning in 2017;
!!! The expansion of its international network, with new services launched to Geneva, Brussels, Athens, Barcelona, Istanbul, Nice, Lisbon, Edinburgh, Manchester, Milan and Rio, in addition to significant increases in service to the United States and Asia
“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, 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.”
The campaign, by JWT Canada, Air Canada’s new AOR appointed in September, connects the evolution of Air Canada’s product and service strategy with an ongoing commitment to deliver the world class travel experience today’s traveller expects. It also builds on a key insight from consumers that the richness of their experiences when they travel becomes a part of them and forms a part of who they are.
The work launches a new tagline, “Your world awaits.” which serves as an invitation to the Air Canada experience and celebrates the sense of curiosity and pursuit of excellence that the airline shares with today’s global traveller.
“It’s a new voice, tone and manner for Air Canada, yes, but is also about listening to our customers,” says Selma Filali, director, marketing communications, at Air Canada. “For us, it’s about reflecting our commitment to meet the highest expectations that will help the globally minded traveller make the most of the experiences ahead of them.”
“Today’s traveller lives life on a global scale. They seek experiences that turn every journey into an opportunity to do more, be better and to go farther on a more personal level,” says JWT CEO Susan KimKirkland. “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 traveller is telling us — travel isn’t an escape anymore, it’s an entrance.”
The integrated campaign debuted across the country in both languages with an innovative media strategy that included high impact newspaper insertions in major dailies; targeted airport engagement; out of home media such as billboards and commuter station takeovers; deep paid as well as owned digital presence; and curated content and social media overlay.
The new campaign will also be supported in broadcast TV set to launch nationally in July.