A Canada-wide campaign by Cossette for Aeroplan’s new “recognition program,” called Distinction, has launched.
The communications campaign launched last Friday and promotes the perks of Distinction, which will give further benefits to Aeroplan’s top accumulating members when it starts on Jan. 1, 2014. The program is multi-tiered and provides members with preferential privileges and exclusive flight reward benefits and bonus mile offers.
David Klein, Aeroplan’s vice-president of marketing and innovation, said the campaign is both strategic and creative. “For this major transformation, Cossette has integrated all points of contact in order to reach our members as efficiently as possible,” he said.
The mass campaign, which was conceived by Cosette’s Montreal office, includes web and print components. There is also a substantial out-of-home aspect that includes placements in Montreal, Toronto and Vancouver airports, as well as Toronto taxis and billboards.
Cossette and Aeroplan collaborated throughout the duration of Distinction’s creation, and worked together from the strategy and design processes to the promotion stage.
Cossette also handled media planning and buying for the entire communications campaign. Public relations are being handled by Citizen Optimum.
In addition to Montreal, Cossette also has offices in Quebec City, Toronto, Vancouver and Halifax.
After previously using three agencies, Aeroplan streamlined its agency approach by choosing Cossette to handle its branding, design, sponsorship and and media account in October 2010.
