Rise Higher campaign by Air Canada

1. Air Canada
Rise Higher Campaign

2. Purpose of the campaign
#Flytheflag
• To began flying Team Canada
athletes and support staff from
Toronto and Vancouver to Japan.
• Dreamliner 787 in a special livery.
• Transporting more than 740
Olympians.
• Canadians could win two round-
trip tickets to anywhere Air
Canada flies in North America or a
spot to participate in one of six
exclusive virtual experiences
where they will have a unique
opportunity to talk to athletes live
from Tokyo.
• Support them with major airport
across Canada.

3. Target Audience
• Athletics
• Fans
• Adults
• Young Adults
• Generation X

4. Results of the past
Campaign
• #FlytheFlag campaign for 2016 Olympics in Rio has been very successful for Air Canada.
• Air Canada has been successful in most of their campaigns.
• Campaigns gives the customers a boost to travel in Air Canada
• It is mandatory to launch different campaigns for Air Canada to compete in the airline industry

5. Digital media
• You cannot skip digital media
out of any campaigns as it
has become a mandatory
element in marketing
campaign.
• This video has created a
huge impact on the mindset
of audience.

6. Time of the
campaign
• The time has been a positive aspect
for the campaign due to covid-19.
• Air Canada took the responsibility
of safely traveling their athletes in
their carrier.
• Many travelers was not willing to
travel.
• Travel restrictions was imposed in
most part of the globe.
• They couldn’t have thought of any
other campaigns.

7. Types of creativity
used
• They have used a special flight: Dreamliner
787
• Digital media with hashtags was created
• It was promoted in all sorts of social media
platform.
• Collaborated with CBC/Radio Canada.
• Twitter 5 Q&A session was initiated to
participate in a unique opportunity.
• A 1-minute YouTube video was created

8. Industry
• Airline Industry has been severely affected due to
COVID.
• The sales has dropped due to Covid but improved
compared to 2020.
• Several travel restrictions around the globe.
• Other restrictions such as vaccine passport has
become mandatory.
• Customers who doesn’t want to have the vaccine
couldn’t travel.

9. New Technologies
• Most events and meetings has been conducted virtually throughout the campaign.
• They have utilized the social media platforms in a more efficient way, such as Twitter, Instagram, LinkedIn, and YouTube.
• Nothing new was implemented according to my point of view.
• Individual care kits has made travel safer and easier; a complimentary Wi-Fi streaming pass has been issued

10. Conclusion
• Overall, it was mandatory campaign.
• As a major carrier it was Air Canada’s
responsibility to initiate such a campaign.
• There was numerous appreciation from
different stakeholders and customers for
initiating the strategy.
• Despite the sales decline and various
other negative aspect happened in 2021,
still Air Canada managed to implement
such a massive campaign in middle of the
crisis.

11. References
• Canada, A. (2021, July 21). Rise higher: Air Canada
launches new brand spot and proudly flies the flag
transporting Team Canada to the Tokyo 2020
olympic and Paralympic Games. Cision Canada.
Retrieved November 3, 2021, from
https://www.newswire.ca/news-releases/rise-
higher-air-canada-launches-new-brand-spot-and-
proudly-flies-the-flag-transporting-team-canada-to-
the-tokyo-2020-olympic-and-paralympic-games-
897319886.html.
• Justin Crann July 22, 2021. (2021, July 23). Air
Canada sets an enthusiastic post-pandemic tone.
strategy. Retrieved November 3, 2021, from
https://strategyonline.ca/2021/07/22/air-canada-
sets-an-enthusiastic-post-pandemic-tone/.