The first wave of Swiss Air’s inaugural advertising campaign in Canada launches this week, with multimedia elements positioned to drive targeted reach to French and English leisure travelers in the Quebec market.
Helmed by Toronto-based Denneboom Media, which is partnering for the first time with Switzerland-based Mediamix SA (which handles the national airliner’s media account), the campaign is designed to offset declines in overseas travel by highlighting Swiss’s European flights out of Montreal.
A mix of newspaper, magazine and out-of-home elements in the Quebec market target the 25-to-54 demo including high circ magazines like L’actualité and Coup de pouce, and targeted travel publications like Tourisme Plus and Touring to complement the daily newspaper and out-of-home elements.
‘The objective is to impact spring and summer travel plans and therefore have the Swiss Air Lines offer in the market and top of mind when consumers are considering their travel destinations, and more importantly, choosing their airline,’ Leslie Krueger, VP marketing at Denneboom, tells MiC.
A second wave launches later this spring with 15-second spots through Montreal metro system screens, Metro Vision, for a two-week period, and print ads featured in commuter dailies like Metro and 24, as well as in La Presse, the Montreal Gazette.
