There are three kinds of travelers in the airline industry: Business travelers, Leisure travelers and Visiting Friends and Relatives (VFR) travelers. While the mainstream agency targeted the business and leisure traveler, our task for Air Canada was to reach out to VFR air travelers heading back to India to catch up with their family and friends. Here are two campaigns to demonstrate our work. The first is a route launch campaign for Air Canada’s first non-stop flight from Toronto to Mumbai. The second is a tactical campaign for the route’s support.
Air Canada’s successful launch of non-stop flights from Toronto to Delhi in 2015 and Vancouver to Delhi in 2016 was soon followed by a strong awareness campaign for the highly anticipated non-stop service from Toronto to Mumbai in July, 2017. The integrated campaign included Print, TV and Online. The TV commercial highlighted the experience on board the 787 Dreamliner while Print and Online showcased iconic Mumbai landmarks. The objective was to create a sense of nostalgia among Indo-Canadians with happy memories of their home city.
One of the biggest deterrents to visiting India from Canada is the sheer amount of time it takes to get there. ‘From here to there in a jiffy’ was the central idea of our campaign, and instead of mentioning the names of the two cities up-front, we used iconic images of Toronto and Mumbai to convey the non-stop flight route
To the best of our knowledge, there had never been a multicultural agency to run a campaign targeting our “Maghreb diaspora” for a global brand based in Canada. Until Monsoon came along to work with Air Canada rouge to launch their direct flights from Montreal to Casablanca and Algiers. Air Canada was breaking new ground with its first ever flights to the African continent, a landmark in aviation for this country. Print ads, OOH and radio promoted comfort and convenience to VFR travellers in Quebec.
