New Air Canada campaign takes flight for Rio
The carrier has unleashed new creative through a multi-platform campaign that includes social-to-broadcast integration.
Olympic sponsor Air Canada will be tapping into the national pride spurred by Canadian Olympians at the Summer Games over the next two weeks with a new TV spot, broadcast integration and social media campaign.
The campaign uses a host of CBC and Air Canada assets, including a new 60-second ad, “Fly the Flag,” that aired in full during last week’s opening ceremonies. The spot will also run in-full online, in a 30-second format on TV and as part of the airline’s in-flight entertainment throughout the Games.
The spot follows a young woman growing up and venturing overseas, with a backpack and maple leaf badge in tow. Mindshare handled media on the campaign, while J. Walter Thompson led the campaign creative.
The campaign includes a contest with broadcast-and-social integration with CBC. The contest was featured prominently over the first weekend of coverage, with the broadcaster showing photos of Canadians who had tagged @AirCanada and used the #FlyTheFlag” hashtag when posting photos on Twitter, Facebook or Instagram.
There’s only the one spot so far but Andy Shibata, managing director of brand for Air Canada, says the campaign could live on beyond the games.
“We want to see how it performs and if it tugs on some of the emotional heartstrings of Canadians,” he says.
Adapted from Strategy Online by Katie Bailey.