As the adage goes, you can reinvent yourself at any age. While Canada celebrates its 150th anniversary in 2017, Air Canada will mark its 80th birthday as the nation’s flag carrier. In recognition of this major milestone, Air Canada will unveil a number of changes meant to revitalize and strengthen its position as a global brand with a uniquely Canadian spirit. Each updated detail is meant to evoke Canada’s renowned hospitality and the warm, welcoming spirit of Canadians both at home and abroad. Echoing the nation’s rich pioneering history, the new Air Canada is ready to embrace distant horizons. And your clients should definitely come along for the ride.
A NEW LOOK FOR A NEW CHAPTER
With major hubs in Toronto, Montréal, Vancouver and Calgary; 64 destinations in Canada; 57 destinations in the United States; and more than 90 destinations on other continents, Air Canada is the largest airline in the country and among the 20 largest globally. Established in 1937 with the simple idea of connecting Canadians to the world, the airline has yet to lose sight of its founding principle eight decades later: to fly the flag and bring the best of Canadian hospitality to its passengers.
While Air Canada’s livery has always proudly displayed the maple leaf, its latest rendition marks a major branding initiative for the airline. Inspired by the ever-changing palette of the Canadian wilderness—from icy whites in winter to warm, earthy reds in fall—the bold, vivid colours of the new Air Canada effectively maximize the brand’s global recognisability.
For the first time in many years, the Air Canada Rondelle has been reintroduced on the tail, belly, and engines of aircraft. Set against a striking black background that distinctly highlights the icon, the new livery balances national identity with a compelling design that elegantly accentuates the features of each aircraft, allowing it to stand out in the sky and on the runway.
DRESSING THE PART
Air Canada not only carries the flag, its employees wear it too. Every stitch of its new employee uniform complements the updated livery, further establishing the modern face of the brand and its commitment to best-in-class service.
Vancouver-born fashion designer Christopher Bates partnered with Air Canada to create the pieces. Known for his contemporary tailoring, Bates applied his signature approach to modernizing classic pieces through fit, colour, fabric, and clever details. Using fine, long-lasting materials–from 100% silk and 100% wool suiting to soft leather–the fresh look balances compelling visual aesthetics with functionality, comfort, and durability.
THE TASTE OF AIR CANADA
The launch of Air Canada’s new branding initiative deserves a toast. From April onward, your International Business Class clients will be able to choose from the wine selection of Véronique Rivest, Air Canada’s new sommelier, to complement the airline’s gourmet offerings.
Rivest’s idea was to take tasters on a journey across the globe with a selection of Old and New World wines–among them several Canadian labels–that would align with the cabin environment and passengers’ tastes. Due to the dry, pressurized cabin environment, passengers experience altered perceptions of taste at high altitudes. Accordingly, Rivest picked well-balanced wines with lower alcohol contents by blind-tasting bottles from Canada, France, Italy and beyond, while sampling on-board food. The resulting selection features quality, food-friendly, and enjoyable wines that evoke the spirit of travel.
EXPLORING NEW HORIZONS
Aside from its bold new look, 2017 is looking to be a landmark year for the airline in other areas. The Air Canada mainline, together with its Air Canada Express regional partners and Air Canada Rouge, currently provides direct flights to more than 204 destinations across six continents. In 2017, the airline’s service is set to expand to new global destinations including Algiers, Marseille, Berlin, Reykjavik, London Gatwick, Nagoya, Mumbai, and Taipei.
One thing remains the same, however, no matter where its aircraft land—Air Canada will continue to fly the flag and provide Canadian hospitality to your clients both at home and abroad.
LET YOUR CLIENTS EXPERIENCE THE NEXT CHAPTER OF
AIR CANADA WITH NEW 2017 ROUTES:
Berlin, Memphis, Mumbai, San Antonio, Savannah, Reykjavik
Algiers, Dallas, Marseille, Reykjavik, Shanghai, Tel Aviv, Washington-Dulles
Boston, Dallas-Fort Worth, Denver, Frankfurt, London Gatwick, Nagoya, Taipei