Cannes Lions

AIRLINE

MARKETEL COMMUNICATIONS, Montreal / AIR CANADA / 2005

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Overview

Entries

Credits

Overview

Execution

'You and I (Were Meant to Fly)' was the anchor of the entire relaunch campaign, effectively increasing public receptivity to Air Canada’s messages. The theme line was integrated into all media. The campaign launched with a massive national public relations tour, featuring Céline Dion in the new Air Canada flight attendant's uniform. And every time the song or jingle was heard, it reinforces the consumer's emotional connection to the brand.

Outcome

No Canadian advertising campaign has ever received so much media coverage, again multiplying the impact of the campaign weight levels. Media investment was supported by over $15 million in media coverage, both contributing to a whopping 75% increase in share prices when the company was relisted on the stock exchange.

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