This spring, Air Canada unveiled a new campaign created by Marketel in collaboration with Quebecor Media Out-of-Home to increase ticket sales on its Montreal–Paris route.
The campaign, deployed in the heart of the Island of Montreal on over 150 stragically-located faces, played on Quebecers’ love of the City of Light by highlighting a number of its famous landmarks. It also included special creative in the form of the Eiffel Tower. Three carefully-selected transit shelters were equiped with metal extensions in the form of the world-famous tower and a soundtrack featuring the sounds of Paris.
This campaign is a perfect example of how the clever use of transit shelters can reach a specific target in urban environments. The sensory experience not only captured the imagination, but also gave Air Canada the opportunity to build and maintain a personal relationship with its clients.