Air Transat is once again advocating for people to experience a change of scenery ahead of peak winter travel season.

The airline, which reached a deal this week with the union representing its 2,100 flight attendants, has released its annual promotional campaign with shut-ins firmly in its sights.

Developed with Sid Lee, the airline’s agency partner, the latest iteration of “Come Back Changed” has impudent messaging like “if social media is as social as you get.”

“’Come Back Changed’ is a playful invitation to self-mockery through familiar scenarios,” says Valérie Martin, director of marketing, brand and commercial activities at Transat. “The campaign aims to highlight those moments when the weight of routine feels overwhelming, and it encourages everyone to seize the revitalizing opportunity that travelling presents.”

This is a theme the airline also visited last summer, challenging Canadians who may have gotten a bit too comfortable at home during the pandemic to break out of their routines by taking advantage of Air Transat’s promotional offer. Air Transat also, in partnership with 45 pizzerias in Montreal and Toronto, transposed the campaign message onto pizza boxes, the ultimate stuck-in-a-routine takeout food.

Building off of its previous work, Air Transat’s newest campaign plays on its core brand message about the transformative effect of travel, combined with the insight that travel’s benefits include a critical change of pace for people whose day-to-day regiments have become too humdrum and entrenched.

Martin tells strategy that the brand believes in the transformative powers of travel as part of its overall brand platform, and that it gives you the opportunity not only to reset, but also to learn, discover, experience new things and ultimately, to “come back changed.”

Rolled out in Ontario, Quebec and the Maritimes, the campaign includes digital ads on social media, as well as contextualized display ads visible in everyday spaces such as gyms, elevators and public transit.

For the launch of the “Come Back Changed” promo, Transat and Air Transat is inviting travel enthusiasts to recharge their batteries with discounts of up to 40% on South packages and up to 20% on flights to the South and Florida.