MONTREAL, May 2, 2023
/CNW/ - Air Transat launched today its new promotional campaign in
Canada:
Time to go. Encouraging Canadians to step out of
their comfort zone, this advertising campaign shows that it is
essential to travel in order to recharge one's batteries and escape
the monotony of everyday life.
Developed in collaboration with creative agency Sid Lee, the
campaign is built around videos featuring protagonists in their
routine that has gotten too comfortable: a couple asleep in front
of the TV, a man working on one of his numerous motorcycles in his
garage, and a woman watering hundreds of plants in her apartment.
The brand's message is directly inspired by the habits of staying
at home that many have developed in an excessive way since the
pandemic.
"Time to go is perfectly aligned with our mission, which
encourages us to benefit from the transformative power of travel –
openness," says Joseph Adamo, Chief
Sales and Marketing Officer at Transat. "We believe that one of the
best ways to grow personally is to get out of that comfortable
routine."
"Comfort zones allow us to relax and take solace in the
familiar, but sooner or later, there comes a time when we want to
shake things up," adds Brian Gill,
Creative Director at Sid Lee. "Time to go is about that
moment of realization when we say to ourselves: 'I need some
adventure,' and there is no better way to expand our horizons than
through travel."
Rolled out in Quebec and
Ontario, the campaign includes
30-, 15- and 6-second video ads, in addition to a radio ad. The
multiplatform campaign can also be seen in online media and on
various types of billboards. Most of these placements include a
message contextualized to the location of the ad that encourages
people to question their habits and comfort zone, and ultimately,
the need to spice things up through travel.
Partnerships with local pizzerias
to take the concept further
The campaign also features a creative media initiative to
transpose the concept of the campaign to a concrete context of
everyday life. With the help of Eat It Up Media, a pizza box using
Air Transat's colours was developed to directly address future
travellers. When people order this comfort food at one of the 45
participating pizzerias in the Greater
Toronto Area and Montreal,
the box will include a question that will make them realize that
it's time to go, as well as share information about the promotion
along with a QR code leading to the promotion page.
Time to
go promo: low prices to Europe and the
United States
For the launch of its new campaign, Air Transat invites
travellers to step out of their comfort zone and discover the
benefits of travel by offering great prices on flights to
Europe and the United States. Round-trip flights to
Europe start at $799, one-way flights from Toronto to Florida start at $149, and one-way flights from Montreal to California start at $249.
About Air Transat
Founded in Montreal 35 years
ago, Air Transat is a leading leisure travel brand. Voted
North America's Best Leisure
Airline by passengers at the 2022 Skytrax World Airline Awards, it
flies to international, transborder and Canadian destinations. It
is renewing its fleet with the greenest aircraft in their category
as part of a commitment to a healthier environment, knowing that
this is essential to its operations and the magnificent
destinations it offers. Air Transat is a business unit of Transat
A.T. Inc. (TSX: TRZ).
About Sid Lee
Sid Lee is a borderless creative agency applying storytelling,
design and technology to build customer experiences that matter.
Their multi-disciplinary team of 900 professionals works as one out
of offices in Montreal,
Toronto, New York, Paris, London, LA and Seattle. Working side by side with progressive
clients, they deploy their creative capabilities in several
disciplines, ranging from design to interactive and experiential
communication to advertising and architecture. Practicing agile
creative and production development, as well as radical
collaboration both internally and with their clients, they create
work that matters, allowing their clients to outperform their
competitors and earn the trust and loyalty of their customers.
Offering fully integrated solutions across the globe, Sid Lee is
a member of kyu, a collective of top-tier global creative companies
— including IDEO and SYPartners — established by Hakuhodo DY
Holdings, the second-largest agency network in Asia. Together, we propel our belief that
creativity has the power to move the economy and society forward.
Sid Lee also imagined C2 Montreal,
one of the largest innovation conferences in the world.
CREDITS:
Client: Air Transat
Marketing team - Air Transat: Xavier Szwengler, Valérie Martin,
Cathie Bourassa, Lindsay Kay, Martin
Moreau
Media team - Air Transat: Sabrina
Antenucci, Caroline Blanchet,
Émilie Bertrand
Creative Agency: Sid Lee
- Executive Creative Director: Alex
Bernier
- Creative Direction: Brian
Gill
- Copywriter: Thierry Faucher
- Artistic Director: Pascal
Gagnon
- Creative Team: Jany Lemaire,
Charlotte Boisclair, Richard Nadeau, Julia
Maron, Andréane Voyer, Marie-Elaine
Benoit, Juliette Lespérance
- Strategy: Elisabeth Jamot, Marilyse
Dionne, Gonzague Mulot
- VP Account Services: Garcí Iñigo
- Group Account Director: Ariane
Poitras
- Account Director: Anne
Simard
- Account Supervisor: Charlotte
Salaun
- Account Services Coordinator: Sandrine
Roussin
- Executive Producer: Carolyne
Goyette
- Production: Catherine Ducharme,
Catherine Savoie
Video Production: Colossale
- Director: Paul Sam Johnston
- Executive Producer: Mathieu
Leduc
- Producer: Sise Drummond
- Production Manager: Vlad
Doclin
- 1st Assistant Director: Cédrick Kluyskens
- Director of Photography: Simran
Dewan
- Artistic Director: Yola Van
Leeuwenkamp
Video Post-Production: Sid Lee
- Offline: Eloi Arsenault,
Benoit Marcoux
- Motion: Noah Dauphinais and
Walissimé
- Colo: Simon Boix (Arketype)
- Online: Gregory Kaufman
(Arketype)
- Assistant Editor: Sonya Nadon
and ZAP
- Post-Production Producer: Andréanne Denis and Fanny Richelet
- Post-Production Coordinator: Tony
Nedyj
Audio and Music:
- Sound Recording/Mix: Gino
Visconti (Cult Nation)
- Project Manager: Arnaud Coutray De
Pradel (Cult Nation)
- Coordinator: Roxanne Lamarche
(Cult Nation)
- Music: Signing Trees, Doo Dah Music
SOURCE Transat A.T. Inc.