CANADIAN AIRLINES GOING FURTHER WITH STAFF
By Adnews Staff
Canadian Airlines International is sticking with employee-owners in its 1995 brand campaign. Keeping with the theme adopted in 1993 after staff signed up to buy shares of the airline, Canadian is emphasizing that employees with a personal stake in the business are ready to go the extra mile for customers. The "Going Further" campaign is built around the signatures of employees adorning an aircraft. A 60-second commercial featuring 30 airline staff will air for two weeks starting today. It is to be followed by a 30-second version to run for 13 more weeks. During the 15 weeks of the first flight of this ad push, there will be newspaper, magazine and billboard advertising, as well as a promotion in which customers pick up extra travel. English advertising was done by TBWA Chiat/Day in Toronto and adapted in French by BCP in Montreal. TV production was handled by Radke Film. Music came from Rosnick/MacKinnon.