Aeroplan - The solution

To ensure communication and campaign development is integrated, all disciplines are briefed at once, the strategy being that the 'big idea' could come from any discipline. In-depth research leads the Cossette team to look closely at the entire organization.

The focus of the brand platform becomes the members themselves. Cossette sends out a rallying cry for Aeroplan's employees, partners and members. A reminder that when you are part of Aeroplan, you are part of something special. “Welcome to the Club,” becomes the consumer-facing expression of Aeroplan's brand essence; being a member means being part of a special group with access to valued benefits. Exclusivity with accessibility, an unlikely yet powerful combination, is embodied in the new platform.