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Air Canada, Canada's largest airline and the largest provider of scheduled passenger services in the Canada-U.S. transborder market, unveiled a campaign that aims to remind U.S. travellers to consider taking advantage of the airlines extensive flight network to international destinations. The campaign, developed by FCB, launched in several U.S. states, captively illustrates the many international destinations accessible to the American travelling public. 

“Flying habits of American travellers indicated that they often forget or don’t realise that despite our name, Air Canada’s flight hubs in Toronto, Montreal and Vancouver can be gateways to destinations all over the world, inclusive of Europe and Asia,” said Stephanie Douranos, Manager, Routes Marketing at Air Canada. “Through our campaign, we set out with a goal of reminding American passengers to consider Air Canada when booking internationally through compelling, impactful and memorable storytelling secured in out of home and high impact digital placements.”

The creative concept features the Air Canada rondelle seen as a shadow over a renowned international destination from a bird's-eye view. By linking the Air Canada brand directly with international landmarks, the aim is to reshape perceptions and emphasise our comprehensive global connectivity and to unlock the secret to reaching 180+ destinations effortlessly with Air Canada.

The campaign deployed in 32 major U.S. cities including Boston, Los Angeles, Seattle and Chicago on over 2,000 digital billboards also includes numerous digital pieces as well as UBER Journey ads and multiple channels featuring print, custom online articles, high impact display and video takeovers.

“To differentiate yourself and make an impression on consumers quickly in a crowded market like the United States, it was imperative to communicate visually in a simple and effective way. I believe we achieved these goals with the campaign,” added Alexandra-Julie Poirier, associate creative director at FCB Montréal.