1. Communications Audit Ashley Therriault Jessica McAfee

3. serves over 32 million customers annually and provides direct passenger service to over 170 destinations on five continents.

4. is a founding member of Star Alliance, the world's most comprehensive air transportation network

5. is the 15th largest commercial airline in the world, with approximately 23,200 full-time equivalent employees.

6. supports charitable organizations, with a primary focus on children and youth, through its Community Investments Program)

7. Air Canada shares are traded on the Toronto Stock Exchange (TSX) under the symbol “AC-B.TO”.Air Canada Facts

8. Peter Fitzpatrick – Manager of Media Relations and Corporate Communications Answer media inquiries Write press releases and news releases Develop long-term communication strategies and communication plans Work on day-to-day operational activities Write executive speeches Collaborate with the Western and Eastern managers on a daily basis to ensure a consistent message Crisis management (including monthly on-call shifts) Uses the intranet to update the other communications branches Prepares a compilation of news stories pertaining to Air Canada’s operations. This is done on a daily basis and sent out to every employee via email.

9. Corporate Structure

16. Affiliations with celebrities (Celine Dion, Olympic athletes)Challenges Under the microscope Too many messages Over 23K employees Long list of stakeholders Social media = 24/7 Crisis management Global network (ex. Shift work; time zones)

17. Target Audiences Existing “Premium” flyers Traditional media Businesspeople Air Canada offers “elite” rewards and the addition of upgrades (lay-flat seats, etc) to cater to this target audience. This is effectively communicated in the GO FAR Campaign using traditional media. Potential Young travellers Social media Students/Interns Air Canada does offer cheap student flights and discounts HOWEVER this is not effectively communicated. This is a great potential target audience where social media tactics can be utilized to its advantage.

18. Thank you for Flying with Air Canada. We hope you enjoyed your flight.