AIR CANADA INTRODUCES NEW VISION
By Adnews Staff
Air Canada is targeting business travelers in its latest TV campaign that began today. The goal of the campaign is to tell consumers they will get personal service from Air Canada. It also promotes the airline's transborder services and its Executive First Class service. The 10 TV ads will be followed up by print ads, sponsorships and direct marketing. Marketel of Montreal handles advertising for Air Canada, while FCB Canada of Toronto does direct marketing. The campaign was introduced after a year-long market research project was undertaken by Air Canada to establish how to design and implement products and services to business travelers. The research provided the airline with the information it needed to develop products and services such as the Aeroplan Super Elite program. The program is available to members who accumulate 100,000 miles or 150 flight segments in a given year. Benefits include a 24-hour dedicated phone-in desk, elimination of blackout periods for reward travel and guaranteed reservations for full-fare tickets.