Brief

Broaden Air Canada’s hard-earned authority in the Canadian food and beverage scene, and attract young affluent Millennials, also referred to as the Aspirational Elite demographic by Air Canada.

Strategy

A “discerning barfly” was sent across Canada on a one-month trip to visit select bars that opened during the previous year. The bars were recommended by a panel of mixologists and influencers that would appeal to Air Canada’s Aspirational Elite.

Our journalist narrowed down the list to the top 10 bars in Canada, which were revealed in October 2018 at a launch event in Toronto. The full story, including personal anecdotes, in-depth reviews of the bars and mixologist interviews, were then published on CanadasBestNewBars.com and in a 21-page feature in the October issue of Air Canada enRoute magazine. Quirky illustrations, bold fonts and eye-catching colours were used in the design for the online and offline campaigns. Additionally, hyper-realistic photography revealed each bar’s unique décor, cocktails and experience. Amusing GIFs and Instagram stories were created with the intention to engage, inspire and inform social media fans.

Results

From September to November 2018, the campaign generated:

This new program was successful in drawing the attention of the Aspirational Elite who value conversational capital, sharing the latest ideas and trends with their network.

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