Air Transat is introducing a new brand positioning and signature line: 'Travel Moves Us.' The airline says the move is part of a new growth strategy focused on its airline operations and emphasizing openness as a core value.
"This evolution marks a turning point in the history of Air Transat and builds on more than 35 years of experience. It draws its key elements from the same DNA that has enabled it to position itself as a globally recognized brand for its openness, friendliness, and expertise," the company says in a statement.
"We have been primarily known for our South packages and transatlantic flights, and we are now putting forward our culture and expertise regardless of the destination or nature of the trip," said Joseph Adamo, Chief Sales and Marketing Officer. "With Travel Moves Us, Air Transat actively encourages travellers to open up to the world, no matter the reason of their departure."
The new positioning is at the heart of a multichannel marketing campaign that explores a simple, yet complex question: Why travel?
"The campaign is about how travel makes us more open," notes Brian Gill, Creative Director for Sid Lee, the creative agency that designed the campaign.
"We all have apprehensions about change. We wanted to address this truth and speak to how meeting new people and experiencing new places and cultures bring us closer and make us more empathetic towards one another. It's about the joys of travel, including the challenges it poses-challenges that ultimately make travel one of the most rewarding experiences of all."
Maria Pagano, Senior Director, Brand and Customer Experience, Transat, adds: "Our strategy is rooted in the expression of a strong, assertive brand identity, along with an authentic positioning that is supported by a corporate culture with a 35-year history. That authenticity is reflected in the creative choices we've made for our campaign, which features characters who resemble our customers and the experiences they share with us every time they fly with us. The Travel Moves Us signature underscores that strong connection, which is both an inspiration for our travellers and the collective credo that unites Air Transat's staff."
The Travel Moves Us campaign is being rolled out in two stages: the first will include TV, outdoor and digital activations in the Quebec and Ontario markets, while the second will be deployed later in international markets.
The full campaign anthem can be viewed here, while the 60-second version is available here.
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