Air Transat is a Canadian airline that had launched in the UK without any brand advertising and was on a downward spiral of having to lower prices to generate sales, which positioned them as a budget airline (not a good look for a long haul carrier).

Our task was to find a relevant emotional positioning for the UK that would play off their global positioning of ‘openness’.

Legacy Idea and Results

Through customer insight research we were able to deliver a campaign that linked the positive perceptions of Canada as an ‘open’ country with potential UK customers who see themselves as open-minded. Our campaign “Where open minds fly” launched this autumn.