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Air Canada begins Test Drive Canada campaign

Air Canada of Montreal has begun a new digital advertising campaign called "Test Drive Canada." Developed by J. Walter Thompson Canada, the initiative is intended to encourage travel by United States residents to Canada and to raise awareness of Air Canada in that country. The creative seeks to use humour to address the US election season sentiment of 'moving to Canada' if a certain candidate wins. The campaign is running in Los Angeles, San Francisco, New York, Boston and Washington, D.C. The creative offers travel and sight-seeing advice for various Canadian cities, along with information on Air Canada's local flight schedule.

As part of the campaign, Air Canada will monitor social media posts and respond to US residents with personalized messages and links to videos. The effort also includes online video pre-roll advertising, paid social media posts and interactive polling. Media work for the campaign is being conducted by Mindshare, while public relations are being handled by Spafax Content Marketing Americas.

"Just as with past US election campaigns, every four years we see the phenomenon of Americans musing about moving to Canada," said Selma Filali, director of global marketing and sales communications at Air Canada. "This time, we thought we would have a little fun in a tongue-in-cheek, creative way using typically understated Canadian humour. We're basically saying to our neighbours to the south, we'd love to have you over and take a look around. Come have a great time with all that Canada has to offer. Of course, we want everyone to get along, so if you buy a return ticket, all the better."

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