Aeroplan has handed Cossette the bulk of its integrated Canadian communications in a multi-year, multi-million dollar deal that will include branding, design, sponsorship, advertising and media planning and buying.
“The barriers between the different communication channels are blurring, and only through a fully integrated message are we now able to reach the consumer coherently and efficiently,” said Aeroplan vice-president of marketing David Klein, in a statement. “Aeroplan is constantly adjusting its marketing approach to enrich the experience of its members and ensure that the values of its brand and its products are coherent across all communication platforms.”
“[Aeroplan] is a brand that evolves and adjusts to the trends in consumption and loyalty management, and the changes in the world of communications, just as we do,” said Cossette executive vice-president Gregor Angus, in a statement. “Our long experience of integrated communication, our understanding of the new digital world… will all be maximized here. Aeroplan is the perfect client for a fully-integrated agency like Cossette.”
Earlier this year, the Montreal-based frequent flyer marketing program unveiled its first brand campaign since 2006 with creative by Sid Lee‘s Montreal office.
At the time, Klein said it was time to again focus on program attributes to help differentiate Aeroplan from its competitors and combat misconceptions. “We really wanted to take back the message of what Aeroplan is about, to get through the noise and the clutter of what has become a very competitive market in that space,” he said in March.
