Turning up the heat on the winter travel market, Air Transat has launched a nationwide ad campaign to promote its multi-million dollar airplane upgrades.
Based out of Montreal, the airline is soaring to new heights to differentiate itself from competitors, offering a new level of comfort at affordable prices.
The charter airline spent $40 million upgrading cabins on ten planes, with even more to be rolled out soon. The luxury redesign features spacious leather seats, individual touchscreens – with a vast range of movies, TV programs, music available – and sophisticated mood lighting.
Creative agency Cossette carried out all the creative work and media planning for the campaign, which aims to tell the brand’s story and expand Air Transat’s market. The cost of the campaign was not disclosed but it involves media buy that includes a TV ad running across Canada in English and French, print ads, web banners and a social media campaign set to launch in January.
“We are trying to build brand awareness and visibility for existing costumers and new ones too. We would like to let people know we are flying to a wide range destinations with increased capacity down south from Colombia to Cuba,” said Genevieve LeBrun, senior marketing director at Transat.
LeBrun said the TV ad was about meshing the fun and freedom of being on vacation in the sun with the new inflight experience.
According to LeBrun, the strategy is to leverage the pleasure derived from a trip down south when it’s cold outside, making costumers feel as though the vacation starts the minute they step on board.
The ad showcases the renovated cabins with low lighting that simulates natural light, while a young sun-kissed woman glides through.
“We want to get the message across that given this level of investment, we are offering the best value for travel to these appealing destinations,” said LeBrun. “This time of year was a good time to launch just as it’s starting to feel colder outside and people are thinking about taking a trip to one of our many destinations from Florida to the Caribbean.”
Transat would not reveal in-depth details of the forthcoming social media campaign, but LeBrun said it would focus on sharing holiday snaps during a “magic hour.”
