Air Canada Cargo rebrands
By Adnews Staff
Toronto-based Air Canada Cargo has undertaken a rebranding initiative; the first in the history of the company. The initiative introduces the tagline, "Air Canada Cargo, Going Further." The rebranding, conducted by Strano and Pettigrew Design Associates of Toronto, is intended to form an "integrated communications platform for the cargo division which it will use to distinguish its image across business lines and geographies." According to the company, the intent is to present Air Canada Cargo as "business class for your commodities." A campaign consisting of posters, collateral materials and other promotional activities will run through 2011. "We took a consumer approach to cargo for Air Canada Cargo," said agency creative director Albert Strano. "We refreshed the brand by developing a unified design system, making it beautiful and using links to common air travel experiences and personalities."