Canadian: Dawn of the new launch

Canadian Airlines International is taking a bold step in communicating its story to the Canadian consumer.Representatives from the airline, its ad agency Chiat/Day, Toronto, and a fully-equipped mobile news crew subcontracted from the CTV Television Network will be travelling the country...

Canadian Airlines International is taking a bold step in communicating its story to the Canadian consumer.

Representatives from the airline, its ad agency Chiat/Day, Toronto, and a fully-equipped mobile news crew subcontracted from the CTV Television Network will be travelling the country coast to coast interviewing Canadian employees and the airline’s travellers, recording their feelings about the challenges facing Canadian.

The stories will be taped, edited and transmitted across the network the same day and will appear as 30-second commercials in ctv’s primetime, and nighttime and early morning newscasts.

This format allows Canadian to ‘take advantage of the television medium, while producing advertising at a fraction of its normal cost,’ according to Kari Grist, the airline’s director of marketing communications.

The live, news/documentary format allows the advertising to capture the true vitality and dynamics of the people associated with Canadian, says Chiat/ Day President Ira Matathia.

Matathia says the commercials do not have a prepared script.

‘All we have are questions,’ he says. ‘Everything is up for grabs. We’re probably breaking every rule in the book with these commercials.’

The first spots aired Jan. 7.