Air Transat is anything but bashful in its latest campaign that was built to drive interest among Ontarians.
The new work by agency partner TBWA\Canada features a flight attendant wearing championship rings in reference to Air Transat being named the “World’s Best Leisure Airline” by Skytrax in 2025, the seventh time the airline has won the honour.
From hanging banners in the rafters, to custom rings, airline-themed stadium chants and cheers, the fall campaign leans into the attitude and iconography of sports.
“Every great team knows you play for the fans,” says Xavier Szwengler, VP of marketing and loyalty at Air Transat. “For us, that’s our passengers. Winning ‘World’s Best Leisure Airline’ for the seventh time is our championship title, and this campaign is about sharing that victory with Canadians.”
“We felt a seven-time win was worth celebrating with appropriate swagger,” adds Adam Reeves, CCO of TBWA\Canada, noting that real Air Transat staff are prominently featured in creative to showcase the brand’s team-oriented success.
Des Jones, TBWA\Canada’s chief strategy officer tells strategy that past Skytrax winners, such as Emirates, have also run high profile, celebrity studded, global campaigns to celebrate the award. The airline ranking and evaluation firm has been conducting its global customer survey since 1999.
“The quality is well understood in Quebec, where the airline is a household name,” Jones says. “We have been operating out of Ontario for less time and that market doesn’t have the same awareness of our quality. The campaign is helping close that gap.”
The agency says that even for those who are less familiar with Skytrax, the “World’s Best Leisure Airline” label still builds credibility and delivers an emotional impact.
This year’s fall campaign marks a significant shift in scale and visibility for Air Transat, especially in Ontario.
The OOH strategy is intentionally bold and billboard-heavy with high-impact placements at Sankofa Square, Union Station’s Skywalk in Toronto and in sports-related environments.
Creative was developed by TBWA\Canada in collaboration with Tam-Tam\TBWA. The airline bought the media in-house.
