A little bit of Quebec everywhere in the world with Air Canada
Work
In collaboration with Cossette, Air Canada has released the final phase of its “See you there” initiative, shining a spotlight on Quebec travellers for the first time. This campaign pays tribute to the language, codes and cultural references that distinguishes them from everyone else when visiting another part of the world.
Whether it’s checking the score of a hockey game from a sunny beach or savouring a dessert that tastes like a date square in Morocco, the campaign depicts a series of travel scenes that Quebecers can see themselves in. This creative vision is anchored in a strong consumer truth that’s particular to those who are from the province: even when you’re looking to escape to another place, experiencing something familiar still elicits a sense of pride.
The two-part campaign is being rolled out throughout Quebec. The first phase came out at the end of May, and the second phase will run until early December across multiple touchpoints, including signage, movie theatres, digital content, traditional TV, and web. Sponsored content is also featured during Montreal Canadiens hockey games. A new element will be released in late December.
