Air Transat, in partnership with TBWA Canada, has unveiled “Fly Canadien,” a new campaign celebrating the airline’s Montreal heritage and distinctly Canadian spirit. The campaign takes off with a playful April Fools’ Day stunt: a petition to rename the Atlantic Ocean as the “Canadien Ocean” in a cheeky nod to the airline’s roots and to U.S. President Donald Trump’s push to change the name of the Gulf of Mexico to the Gulf of America.
The campaign coincides with Air Transat’s expanding European footprint, which includes the newly announced Toronto to Berlin route and a robust schedule of direct flights crossing the soon-to-be-renamed “Canadien Ocean” multiple times daily.
The creative was developed by TBWA Canada in collaboration with Tam-Tam TBWA after a competitive RFP win for the right to lead Air Transat’s communications strategy, creative and production efforts.
“As a proudly Canadien airline, we fly between Canada and Europe up to 184 times a week,” Xavier Szwengler, VP of marketing and loyalty at Air Transat, said in a news release. “Renaming the ocean gave us a chance to tap into a cultural moment and get Ontarians to look twice at what makes our offering unique.”
“This is more than a campaign – it’s a statement of identity,” said Eve Rémillard-Larose, CEO at TBWA Canada. “As a proud Quebecer, Air Transat has always held a special place in my heart. Our disruption methodology will help deepen that connection with Quebeckers and accelerate growth across Ontario. Fly Canadien is just the beginning.”
To kick off the campaign, Air Transat completed its first-ever flight over the newly designated “Canadien Ocean.” Passengers on board were treated to exclusive commemorative certificates and starting April 1 all travellers will hear “Canadien Ocean” referenced in Air Transat’s onboard announcements.
The six-week campaign features a high-impact takeover of Sankofa Square in Toronto alongside extensive digital and social-media amplification.
Air Transat has launched an official petition urging the Canadian government to make the renaming official.
