Friendly, polite, funny, and able to say “I’m sorry” in any language. That can only describe Canadian travellers, as they are perceived to be some of the most accepted and loved travellers in the world. And while not everyone is Canadian, everyone can travel like one. With its latest campaign “Travel Like a Canadian” via FBC Toronto, unveiled in Australia, Air Canada is showing the world just how Canadians do it.
Accompanied by a creative tailored to resonate across the world, the new campaign from North America’s favourite airline celebrates some of the country’s unique values. Travel Like a Canadian takes a playful look at how Canadians travel and interact with other cultures, including Australians, with the first ad featuring a cameo appearance by a group of Aussie travelers.
However, more Travel Like a Canadian stars will be unveiled through the course of the campaign, as Air Canada will team up with celebrities to help spread the message. The first collaborator is award-winning actor Sandra Oh, one of Hollywood’s most recognizable Canadian stars and considered by many to embody the best in Canadian values. The campaign launch video, starring Oh, is a tribute to those values, and central to the story the airline is telling to celebrate its love for Canada.
Says Andy Shibata, managing director, brand at Air Canada: “We’re excited to have created a platform for Canadians like Sandra Oh to tell the world about the values that make our country great. The Travel Like a Canadian campaign is an opportunity to share how Canadian values like multiculturalism, openness, compassion and equality make us some of the best travelers in the world.”
In Australia and other international markets, the ad is one piece of a larger campaign positioning Air Canada as the alternative of choice to domestic airlines, and forms part of a wider strategy to add travelers to the airline’s growing global network of nearly 220 airports on six continents.
As part of that strategy, the airline aims to showcase the benefits of Sixth Freedom travel (the right to transport customers between two other countries via Canadian airports) facilitated by its expansive network, and encourage international customers to use its Toronto, Montreal and Vancouver hubs when flying abroad.
There’s more to come from the Travel Like a Canadian campaign soon, including more celebrity partnerships—stay tuned to @Aircanada on social media.
Creative Agency: FCB Toronto
Chief Creative Officer: Nancy Crimi-Lamanna & Jeff Hilts
Group Creative Director: Andrew MacPhee & Jeremiah McNama
Group Account Director: Ravi Singh
Account Director: Olivier Barreau
Account Executive: Marlène Boutin-Masse
Broadcast Producer: Tess Waisglass
Marie-Nathalie Poirier, Director of Planning
Public Relations: Weber Shandwick Canada, New York, Toyko, Paris, Manchester, Sydney
Production Company: Holiday Films
Director: Adam Reid
Executive Producer: Josefina Nadurata
Line Producer: Amalie Bruun
DOP: Doug Koch
Editing House: Saints
Editor: Aaron Dark
Executive Producer: Michelle Rich
Online facility / Colour transfer: Alter Ego
Colourist: Eric Whipp
Flame artist: David Whiteson
Producer: Jane Garrah
Music House: Apollo Studios
Engineer: Ethan Myers
Executive Creative Director: Daenen Bramberger
Executive Producer: Tom Hutch