Jetlines calls out the lack of airline competition with first-ever protest in the sky | Cossette

Jetlines calls out the lack of airline competition with first-ever protest in the sky


Jetlines calls out the lack of airline competition with first-ever protest in the sky

Jetlines, a new ultra-low-cost carrier launching later this year, has staged a protest of high airfares in Canada using a team of 18 skydivers. The goal is to encourage Canadians, investors and the Competition Bureau to rally around the idea of increased competition and decreased airfares by signing a petition.

Working with Cossette, the brand has released a video to draw attention to the issue of high fares and lack of competition. The brand also recently debuted a new visual identity on its website as it continues to target investors and build awareness in the market. 

“Canadians pay among the highest airfares in the world and we’re the only developed country without an ULCC as two high cost airlines control approximately 85% of the market.” says Javier Suarez, CEO for Jetlines. “We know Canadians are fed up as over five million Canadians cross over to the US each year to fly on US low-cost carriers. We’re urging them to go online and to show their support for more competition in Canada”.

While several low-cost players have attempted to enter the Canadian market, so far, Canada’s Competition Bureau has done little to support new carriers.

“Through their dynamic new brand positioning and this epic protest, Jetlines is positioning itself as an airline that isn’t afraid to take on the status quo for its customers,” says Katie Ainsworth, Executive Creative Director at Cossette.

Jetlines is a publicly-traded company, backed by a management team and board of directors with extensive experience in the low-cost airline industry. They expect to launch operations this year and have agreements in place with Canadian and International Airports. The launch of airline operations is subject to receipt of regulatory approvals and completion of financing. 


Client:  Canada Jetlines
Agency: Cossette
Executive Creative Director: Katie Ainsworth
Creative Director: Scott Schneider
Senior Art Director: Kelsey Hughes
Copywriter: Jono Saye
Senior Producer: Aishaa Abdulla,
Group Account Director: Edward, Vaughan-Hughes,
Account Director: Karen Kenny
Account Supervisor: Arantza Belaustegui
Strategist: Jared Gill
Videographer/Editor: David McDonald
Media Agency: Cossette Media
PR: front + centre

About Canada Jetlines Ltd.

Canada Jetlines is set to become Canada’s first true Ultra-Low-Cost Carrier (ULCC) airline, with plans to operate flights across Canada and provide non-stop service from Canada to the United States, Mexico and the Caribbean. The Company plans to commence operations with the Airbus A320 fleet, the most widely used aircraft for ultra-low-cost carriers worldwide. Jetlines is led by a board and management team with extensive experience and expertise in low-cost airlines, start-ups and capital markets. The Company was granted an unprecedented exemption from the Government of Canada that will permit it to conduct domestic air services while having up to 49% foreign voting interests.

Jetlines ability to sell tickets and launch airline service remains subject to the completion of the airline licensing process, the receipt of applicable regulatory approvals and the completion of financing. For more information on Jetlines, please visit

About Cossette

Cossette is a community of more than 700 creative humans, gathering experts across all disciplines to offer integrated brand experiences unlike any other.

Over the past 50 years, Cossette has expanded, coast to coast and become the top agency in Canada. With offices in Halifax, Quebec City, Montreal, Toronto, Winnipeg and Vancouver, teams act locally, with global impact. Thanks to its work for powerful, high-potential brands, Cossette was named Agency of the Year in the country in 2016, 2017 and 2018. To learn more, please visit

View the Protest in the Sky video here

For more information:
Kali Pearson

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