Brief

Air Canada tasked Bookmark with raising awareness of its 2016 new routes, specifically focusing on the new full-time and summer routes to Brisbane, Casablanca, Central Europe, Lyon and Seoul.

Strategy

Bookmark led a PR and experiential campaign for Air Canada to promote new routes and fill seats, which included an Australian beach-themed party for the Vancouver to Brisbane route, an Eastern European cocktail class with media, and one-on-one desksides with media on the various destinations.

By sharing insider access and destination stories to new cities with the media, Air Canada helped lead the conversation around travel trends in 2016 and in turn promoted travel along these routes.

Results

Overall, the campaign surpassed the goal by 75% with over 133 million media impressions. The various routes saw coverage by broadcast (radio and TV), in print and online. Most notably, Air Canada was able to partner with CKNW in Vancouver to offer, along with Tourism and Events Queensland, two listeners and the hosts of the Drex and Lynda Steele show an all-inclusive trip to Brisbane. The contest was promoted for a month and then in December it was broadcast live from Brisbane with great interviews from both Air Canada (in air) and Tourism and Events Queensland.