Air Canada Cargo has launched its first major branding initiative in several years with an extensive campaign set to run through 2011.
The campaign, which includes print and online executions in English and French, is based on the tagline “Air Canada Cargo—Going Further.” The creative draws parallels between the experience of customers on Air Canada passenger flights and the care Air Canada Cargo takes with product shipments.
One print execution depicts an Air Canada Cargo employee, eyes closed and smiling, hugging a cardboard box. The accompanying copy says, “Your cargo never had it so good.”
Nathalie Guite, brand identity manager for Air Canada Cargo, said the brand was past due for a major marketing effort.
“For maybe five or six years, we didn’t do any marketing for Air Canada Cargo,” said Guite. “We have to show our customers and future customers what we have to offer and the service we can give.”
She added that Air Canada Cargo took a “consumer approach” to the campaign in an attempt to evoke emotion as well as deliver information.
“What’s inside the box should be treated the same as a passenger,” said Guite. “By taking a consumer approach to cargo, it gives people the idea that it’s not just an empty box.”
The campaign was developed by Toronto agency Strano and Pettigrew Design Associates. The boutique firm was chosen from a proposal shortlist that also included Montreal’s Marketel, which handles advertising for Air Canada.
Albert Strano, creative director at S+PDA, believes the campaign will stand out in a market not known for its creative glitz.
“There aren’t too many international carriers that take cargo marketing that seriously,” Strano said. “We wanted to glam it up a bit because cargo’s generally pretty dull.”
Strano said one of the primary objectives is to increase customer awareness about the variety of solutions offered by Air Canada Cargo, which include AC Live for the shipping of animals and AC Expedair for faster shipping.
“We wanted to showcase the care and consistency that goes into their products, and the diverse range of products,” said Strano. “When you talk about shipping cargo worldwide, you want to instill a certain amount of confidence.”