Air Canada

The challenge

To take on the ubiquity of New York JFK as the first choice as a hub for UK flyers heading to the North American continent

The idea

Reflect the truth about New York’s arrogance and juxtapose this with the charm, wit and refinement of the Canadians. ‘Think New York with nicer manners’ ran as an integrated campaign across display, classified, trade press,  online and posters.

The reaction

In addition to very positive response from the travel trade, load factors on the key transatlantic routes increased significantly across the advertised period with an ongoing retained higher level of repeat business.

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