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Category Corporate Date 9/27/2005 |
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Air Canada chooses CanWest MediaWorks to help launch new North America Unlimited Pass
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| Multi-platform initiative leverages CanWest print, TV and web properties |
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(TORONTO – Tuesday, September 27, 2005) – Over the past two weeks you may have noticed several planes flying across your city with a red and white banner in tow. From September 14 to September 23, 5 planes took to the skies in Toronto, Montreal, Calgary and Vancouver as part of a “Sky Parade” to kick off Air Canada’s North American Unlimited Pass campaign.
The North American Unlimited Pass, which allows consumers to fly anywhere in North America as often as they like for two months, is an airline first, and the goal of the launch campaign was to generate visibility and excitement both on the street and in the sky via traditional and non-traditional multi-media media platforms.
“We chose CanWest MediaWorks as our media partner because of their extensive reach across print, television and web,” said Nathalie Lajoie Director, Tactical Services, Marketel Communications Inc., Air Canada’s marketing agency. “CanWest was able to develop a completely integrated and customized media solution for Air Canada, with reach across all major Canadian markets.”
The campaign kicked off online via promotions on canada.com which received over 4 million impressions during the first two weeks of launch. The Sky Parade was also featured during Global morning shows across the country each morning both in-show and through promotional spots customized for each market.
The multi-media campaign also included a special edition wrap of the National Post which was handed out by National Post Street Hawkers in high traffic downtown locations in major markets. It was the first time the National Post ever allowed an advertising partner to own a complete newspaper wrap. They also created a unique, first-time ever advertising position specifically for this campaign.
“Our goal across all our CanWest properties is to look at our customers’ challenges and develop tailored and integrated solutions to meet their needs,” said Joe Mangione, President, Sales and Marketing, CanWest MediaWorks. “We’re not just selling generic media space, but are truly partnering with our clients to develop creative and unique ideas to help promote their products and have created a Marketing Ventures team who are leading these types of multi-platform efforts.”
For more information on the North America Unlimited Sky Pass, visit www.aircanada.com.
About CanWest MediaWorks
CanWest MediaWorks Inc. is a wholly-owned subsidiary of CanWest Global Communications Corp, (CanWest) (NYSE: CWG; TSX: CGS.SV and CGS.NV, www.canwestglobal.com). CanWest, an international media company, is Canada’s largest media company. In addition to owning the Global Television Network, CanWest is Canada’s largest publisher of daily newspapers, and also owns, operates and/or holds substantial interests in conventional television, out-of-home advertising, specialty cable channels, Web sites and radio networks in Canada, New Zealand, Australia and Ireland.
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For further information, please contact:
Dervla Kelly
Director, Corporate Communications
CanWest MediaWorks Inc.
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