Marketel in Montreal has created a national campaign to promote the many destinations Air Canada serves. The goal: demonstrate network superiority throughout Europe, Asia, North America, South America and popular sun getaways.
Rather than relying on copy to bring the destinations to life, Marketel opted to let the visuals do the heavy lifting, with models adopting attitudes that embody the distinctive character and flavour of key Air Canada destinations.
According to a press release, “The graphic elements evoke a strong sense of movement, and the use of white space keeps the compositions light and airy. Renowned fashion photographers Leda and St-Jacques made deft use of wardrobe, attitude and poses to capture the essence of each destination.”
The campaign appeared in print, outdoor billboards and online advertising from coast to coast.