Screen Shot 2016-08-17 at 10.22.23 AM

Olympic Contenders: Do you buy Air Canada’s pitch?

Alan Middleton sees a sales push amid customer service concerns

As marketers leveraged the Summer Olympic Games in Rio, Marketing asked a number of experts to offer their critiques of the executions in rotation on television and online.

Air Canada’s “Fly the Flag

Alan Middleton is a marketing professor at the Schulich School of Business, York University, executive director of the Schulich Executive Education Centre and the author of Ikonica: A Field Guide to Canada’s Brandscape.

“While not explicitly an Olympics spot, its strong nationalism combined with the timing and media buy clearly intend to have Air Canada ride on the emotion and profile of the event.

“In a salute to the mental and physical growth potential of a Canadian, it weaves in a sales connection with using Air Canada on travel throughout one’s life. Air Canada’s is a more overt sales pitch than, for example, Canadian Tire because of its more general communication task. In direct comparison with the Canadian Tire approach, this weakens it.

“Additionally, as the Canadian Tire brand does better than Air Canada in reputation surveys, it allows them greater flexibility in approach. While the Air Canada spot has its charms, the more overt sales pitch in the context of ongoing customer service concerns leaves me with a sense of attempted manipulation rather than a timely pride in Canada.”

Add a comment

You must be to comment.

Advertising Articles

BC Children’s Hospital waxes poetic

A Christmas classic for children nestled all snug in their hospital beds.

Teaching makes you a better marketer (Column)

Tim Dolan on the crucible of the classroom and the effects in the boardroom

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

Watch This: Iogo’s talking dots

Ultima's yogurt brand believes if you've got an umlaut, flaunt it!

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

123W builds Betterwith from the ground up

New ice cream brand plays off the power of packaging and personality

Sobeys remakes its classic holiday commercial

Long-running ad that made a province sing along gets a modern update