Air Transat is hoping the faces of two well-known Canadian TV personalities will help lure more travellers to its airline.
Bell Media’s etalk host Ben Mulroney and etalk senior reporter and The Social co-host Lainey Lui are appearing in a new campaign promoting Air Transat’s European destinations.
The campaign includes two 15-second TV spots, produced by DentsuBos in partnership with the Toronto-based media company. One shows Mulroney talking about tourist sites in London, England and a second features Lui speaking about what she loves about travelling to Paris, France.
The ads are part of Air Transat’s current “Europe for Everyone” campaign.
“It gives the brand some well deserved and maybe overdue respect,” Michael Aronson, associate creative director at DentsuBos, told Marketing.
“This is one of Canada’s great national airlines. They’re responsible for making peoples’ vacation dreams come true. In the marketplace, they’re not looked at at the same level as Air Canada. Part of why we have Ben and Lainey, is to emphasize [Air Transat’s] importance to air travel.”
The TV ads will appear on Bell Media channels including CTV, CTV2 and CP24. The ads will run in Ontario and Vancouver until April 30.
“The ads accentuate our Europe for everyone message by using recognizable Canadian celebrities to share a memory about their overseas travel,” Genevieve LeBrun, vice-president of marketing at Transat Tours Canada said in a release. “It also helps to promote our 28 European destinations.”
There is also an online video component to the campaign, with ads appearing on Bell media websites.
The campaign also includes social and digital elements, including a contest in partnership with etalk featuring Mulroney and Lui, where Canadians can win a trip to Europe. The pair will also talk about the contest on their show.
“It’s nice to have real involvement from the celebrities and not just use them in our spots and they go away with a nice big cheque. They’re actually quite involved and excited about the contest,” Aronson said.
