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Air Canada, Porter Airlines introduce all-inclusive pricing in ads

Air Canada of Montreal has introduced a new all-inclusive pricing policy for its advertising. The new style of pricing will be used on the company's website, email, online advertising and print advertising. The approach uses a prominently displayed final price accompanied by a breakdown of the base fare and total related taxes, fees, charges and surcharges. The company has introduced this new pricing policy to accompany a year-long seat sale promoting its 75th anniversary. "With these special fares, Air Canada is introducing a new, all-in approach to advertising fares that will prominently display a final price accompanied by a breakdown of the base fare plus the total cost of additional charges," said Craig Landry, vice-president of marketing at Air Canada. "Our all-in price advertising initiative is a response to our customers' increased desire for transparency and simplicity when shopping for air fares, whether they do so through print advertising, online searches or by signing up for our email specials."

Porter Airlines of Toronto will also introduce an all-in-one pricing policy for its advertising tomorrow. The airline's wedsite and ads will display the total cost of a flight as a single number with any taxes, surcharges and mandatory fees included. "Porter will show one price for the customer without highlighting fees and taxes separately," said Robert Deluce, president and CEO of Porter Airlines. "We've been able to change what passengers expect from an airline by introducing standard premium amenities and affordable flights. Now, we're extending this experience to the booking process, making it easy to immediately understand how much a flight costs by showing one number."

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