Air Canada promotes unlimited pass with CanWest
By Adnews Staff
Air Canada has recently concluded a campaign to promote the North American Unlimited Pass, a program which allows consumers to take multiple flights anywhere in North America within a two-month period. From Sept. 14 to 23, five airplanes towed red and white banners over the cities of Toronto, Montreal, Calgary and Vancouver as part of a marketing initiative called "Sky Parade." The campaign, which was conducted in association with CanWest MediaWorks, also included online promotions on the Canada.com website and coverage of the Sky Parade flights on Global morning shows in each market. Promotional workers also distributed specially-wrapped copies of the National Post to pedestrians in high-traffic locations in major markets. According to the company, this was the first time that the newspaper has run a full-wrap advertisement. The goal of the campaign, which was created by Marketel Communications, was to generate visibility for the product launch. "We chose CanWest MediaWorks as our media partner because of their extensive reach across print, television and web," said Nathalie Lajoie, director of tactical services at Marketel. "CanWest was able to develop a completely integrated and customized media solution for Air Canada, with reach across all major Canadian markets." CanWest MediaWorks is a subsidiary of CanWest Global Communications.