Wings Magazine

Air Canada Cargo re-brands

Dec. 9, 2010, Toronto - Air Canada Cargo has launched its first ever-comprehensive re-branding campaign in an effort to continue to grow its global market share.

December 9, 2010  By Carey Fredericks

It worked with Toronto creative team Albert Strano and Chad Connelly to build the integrated strategy and communications platform for the cargo division which it will use to distinguish its image across business lines and geographies.
Research indicated a need to build customer awareness of its complete solutions portfolio. The resulting program, launched in November 2010, uses research, comparative analysis, internal team-building and communications, advertising, collateral, mobile, a new web presence and launch promotion, based on the theme Air Canada Cargo, Going Further.
“We took a consumer approach to cargo for Air Canada Cargo,” says Creative Director Albert Strano. “We refreshed the brand by developing a unified design system, making it beautiful and using links to common air travel experiences and personalities.” Adds Integration Director Chad Connelly, “We decided to create business class for cargo as a device, which is driving all sorts of competitive communication opportunities.”
Campaign creative, based on the 361°, Going Further strategy, has been launched with the overall theme “Think of us as business class for your commodities.” Executions called “Meet your flight attendant”, “Your cargo may just be travelling as well as you do” and “Your Cargo Never Had It So Good” speak to Air Canada Cargo’s unique level of care and attention. Using the positioning strategy of business class for cargo, global reach of the on and offline communications, planned by S+PDA, is expected to be 84,800,000 impressions by the end of 2011
“It's great to see the final results of this initiative! Our new tagline, ‘Air Canada Cargo – Going Further,’ speaks directly to our customers; we go that extra step to ensure customers receive the superior level of service they deserve and expect from a world-class airline. This is evident through the creative work put together for us that beautifully captures our brand's essence,” comments Nathalie Guité, Brand Identity Manager at Air Canada Cargo.
The campaign is scheduled throughout 2011.


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