Campaign details

Brand: Air Canada
Advertiser: Air Canada
Agency: J. Walter Thompson


With increasing competition from low-cost transatlantic airlines, Air Canada faced a battle to fill planes to Canada and the USA – particularly in the winter months, when passenger numbers were low.

Rather than competing with its rivals on their own terms, Air Canada took a radical approach, #coolnotcold, based around audience insight.

Realising its audience, liberal, cosmopolitan London 'travellers', were in many ways 'culturally Canadian,' they built a campaign that applied a 'Canadian traveller' attitude to its destinations.

Sales value rocketed to 115% above target. Ticket sales shot up 78% year-on-year. Consideration grew. The campaign delivered $3.67 for every Canadian dollar spent.

1. The background – an established player in a market disrupted by budget rivals