CANADIAN AIRLINES LAUNCHES NEW CAMPAIGN
By Adnews Staff
Canadian Airlines of Calgary is trying to let people know that it can take you anywhere you want to go when you want to get there. The airline will launch a national print campaign later this week that will focus on the frequency of its flights and the number of destinations it has. TV ads in Toronto and Vancouver begin Sept. 23, while national radio and billboard ads will begin later this month. Market research done by the airline's agency, Gee, Jeffery & Partners Advertising of Toronto, showed that travellers felt the airline had good service, but its schedule didn't meet their needs, agency chairman and creative director Alan Gee told a press conference yesterday. This is the first campaign Gee, Jeffery has created for Canadian since winning the business in an extensive review in May. The campaign blitz is heavily targeted to business travellers with advertising appearing every business day until mid-December in daily newspapers across the country. Newspaper ads will feature pictures of aircraft and a blue bar of information running the length of the ad. Employees will be featured, as will the slogan, "It's the way you want to fly". Television ads, to run in Vancouver and Toronto only, will feature computer-generated multiple plane images designed to heighten awareness of the airline's frequent schedules. The BCP Group Ltd. of Montreal adapted the English ads for the Quebec market.