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BRINGING THE WORLD CLOSER TO HOME
Edmonton to London Heathrow Awareness Campaign
The Challenge
Air Canada and Edmonton Airports had recently started direct flights from Edmonton to London Heathrow. The air carrier and the Edmonton International Airport wants to increase awareness of the flights in Edmonton and Northern Alberta, and let people know that they didn’t have to go to Calgary to board a flight – something that was happening with some regularity. Air Canada wanted to put more passengers in seats.
The Solution
We developed the campaign platform CLOSER TO HOME and created a group of characters that showed visually how much closer the world was to home; situations included a group sitting on a couch next to a hockey fan, all sharing popcorn and a game, a group waiting together reading newspapers on a bench in a subway station. Future developments would see us continue to take this group right into people’s homes – their kitchens, bathrooms, gardens, on food shopping excursions, and so on. This campaign ran in multiple media, including billboard, TV announcements, radio, display advertising, and internet advertising.
The Result
Seat sales on the flight to London improved dramatically, and recall of the campaign was excellent three months after run.
