Air Canada
"Countdown to takeoff"
In 2013, Air Canada introduced Canada's newest airline, Air Canada Rouge, in order to gain market share from airlines like Sunwing, Air Transat and Westjet. But unlike its competitors in the low-cost space, Air Canada wanted to remove the perception that low-cost was synonymous with "no-frills." Narrative needed to position Air Canada Rouge as affordable and stylish.
Research led to two insights that created the foundation for launch: first, there was room for a new airline category; and second, customer service can make or break an airline. Narrative's strategy was to introduce media and consumers to an airline in an entirely new category — leisure. Instead of calling it low-cost, it attempted to convince Canadians that this was an experience that would combine affordability with style and service.
After a press conference held at theatres in Toronto's Yonge-Dundas Square, the brand revealed a giant red suitcase in the Square where the agency handed out 10,000 "boarding passes" offering flight discounts of up to 99 per cent.
Narrative partnered with CP24 Breakfast to announce Toronto's largest-ever flight attendant recruitment of 150 new positions. The attendant's uniform reveal allowed the brand to gain attention for Rouge in the lifestyle and fashion space and differentiate the airline as stylish. The agency hosted a fashion show reveal at the John Fluevog Store in Toronto's Distillery District, presented by fashion icon, Jeanne Beker.
The agency invited media to see the newly converted A319 Airbus and B767-300ER aircraft, preview the new streaming wireless in-flight entertainment system and meet the flight attendants. Media were invited to watch the ribbon cutting and first take-off.
Air Canada Rouge's launch activity generated more than 180 million media impressions from nearly 500 stories and resulted in an overall MRP Quality score of 89 per cent. The first week of launch saw Air Canada rouge flights 95 per cent filled — nearly unheard of for upstart airlines, and to date, the new leisure carrier has continued to have near-full loads on its expanding fleet.
