Canadian gearing up for Signatures spin-off campaign

Canadian Airlines International will take a much more aggressive approach to tv advertising when it launches a spin-off of the 'Signatures' campaign later this year.Signatures features a plane covered with the names of Canadian Airlines employees who are also part-owners of...

Canadian Airlines International will take a much more aggressive approach to tv advertising when it launches a spin-off of the ‘Signatures’ campaign later this year.

Signatures features a plane covered with the names of Canadian Airlines employees who are also part-owners of the company and stresses their commitment to service.

Timing of the new campaign has not yet been decided.

Mitigating factors

Factors to be considered are the ratification of the deal that will sell part of Canadian parent pwa to American Airlines, and future competition on the Japan route from Air Canada, which has recently been given permission to fly there.

Canadian is running full-page newspaper ads, building up to May 3, when the airline begins direct flights to Beijing.

The airline has also added two executions to its award-winning, ‘We Bring Canada To The Rest of World’ magazine campaign.

One ad focusses on Beijing and has a polar bear teamed up with pandas.

The second is set in Rome and has the Canadian maple leaf applied in fig-leaf style on Michelangelo’s statue of David.

Advertising for Canadian Airlines comes from Chiat/Day, Toronto.