Air Canada celebrates Canadians with Olympic-themed campaign

The national airline launches a new integrated platform to coincide with Vancouver 2010 Olympic and Paralympic games

Air Canada is opening the Vancouver Winter Olympics with the launch of a new campaign that encourages Canadians to go far both in their lives and their travels.

Developed by Montreal-based Marketel, who also handled media for the effort, the national airline’s ‘Go Far’ platform is launching nationally tonight during the opening ceremonies and leverages Air Canada’s status as the official airline of the Vancouver 2010 Olympic and Paralympic Winter Games. Creative in French and English – including three TV spots airing in high rotation during Olympic programming on CTV, four print executions running in dailies across the country and online banners – features real Canadians and tells stories of what it means for travelers, athletes and their Olympic fans scattered across the world to go far. The TV component was filmed along key international routes for Air Canada in London, Shanghai and Buenos Aires, as well as in Calgary and Sunshine Village in Banff National park. A TV spot surrounding the Paralympics is set to air in March.

‘There are many changes underway at Air Canada, not the least of which is shifting the focus back to consumers,’ said Denis Vandal, director of marketing communications and brand management, Air Canada, in a release. ‘This campaign is a strong expression of that and demonstrates Air Canada’s pride in being the official airline of the Vancouver 2010 Olympic and Paralympic Winter Games.’

The airline will be on the ground in Vancouver during the games to drive sponsorship activities. Air Canada’s ‘Go Far’ platform will serve as the theme behind further promotions throughout the year.