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British Airways breaks Canadian campaign
British Airways has begun a Canadian marketing campaign that focuses on the distinctions between Canadians and Americans. The campaign consists of out-of-home and digital advertising, accompanied by social media activities. The creative makes use of images by Canadian illustrator Jeannie Phan. The campaign promotes a series of special offers for Canadians and "Not for Americans." The digital executions take the form of a test of the viewer's knowledge of Canadian culture. Only those who pass will be shown the special offers. The campaign will run until the end of September.
"The campaign is targeted at young Canadians with a strong national identity who distinguish themselves from Americans," said Sean Doyle, executive vice-president for the Americas at British Airways. "It's a fun and tongue-in-cheek way of talking to a specific audience directly and showing we understand them and their travel needs."