CANADA DIRECT BEGINS AIR TRANSAT CAMPAIGN
By Adnews Staff
Canada Direct has launched an in-flight advertising campaign with Air Transat. The integrated efforts uses seatback advertising and seat back pouches. Creative was done by Publicis while media was planned and purchased by Optimedia. The goal of the campaign is to target Canadians leaving the country letting them know about Canada Direct's number for calling home from countries around the world. Canada Direct's automated service allows consumers to call home without going through a local operator. The seat back ads are being accompanied with mini brochures being placed in the seat back pouches or directly on food trays. The campaign launched mid-July and is running for 12-weeks. The sale of in-flight advertising on Air Transat's aircraft is handled by skyad Media of Toronto.