Canadian Airlines 'Dawn of civilized air travel' campaign

The early 1990s recession in air travel, particularly among business passengers, hit Canadian Airlines, which was already being outspent on advertising by Air Canada, its better-established rival and a potential merger partner.
Agency: Chiat/Day/Mojo Inc. AdvertisingAuthors: L Schild, S Hancock, H Duthie, J Bertram, J Neary and D Milner

Canadian Airlines

INTRODUCTION

Canadian Airlines was experiencing some turbulence in 1991. A hostile merger with Air Canada was in hot debate at the time of this case (1991 and 1992) and the fate of the airline was much in the news when the company broke with its 'Dawn of Civilized Air Travel' relaunch campaign.

Canadian Airlines was faced with a competitive challenge on the ground (and in the minds of the public) and in the air where its share of...

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