Canadian airlines get in the holiday spirit
Two Canadian airlines have launched holiday videos in the past week. WestJet followed up last year’s remarkably successful Christmas Miracle with a similar program in a new locale: an underprivileged destination in the Dominican Republic. (Agency: Mosaic)
Meanwhile, Air Canada surprised Canadian ex-pats in London with a free flight home for the holidays. (Agency: JWT Toronto)
“Champagne, sir?” asks the flight attendant.
“Oh, no, I couldn’t possibly,” I answer graciously as I recline in my first-class seat, nonstop from New York to Nice. My seat companion, a famous movie star, wants to hear my story about that shoot I went on that one time, but I’ve already delighted her with it seven times and now I grow weary. I settle in for a few hours of blissful slumber.
Yes, fine, you’re right, this flight is only happening in my imagination. For the fourth year in a row, Branded Skies reports on Cannes from nearly 4,000 miles away.
But what a year it has been for airline brands. For the first time since 2009, work for an airline won a Grand Prix. Of course, it won in the least likely category. But that’s Cannes, where a billboard with no response mechanism at all can be crowned the best direct response work of the year.
It doesn’t have to make sense.
There’s one facet of airline branding that’s subtle, yet intensely symbolic. And best of all, it doesn’t cost a thing. It’s the flight number.
In the age of rail, railroads often reserved lower numbers for their most prestigious trains. By the jet age, Pan Am used “flight 1″ for its fabled round-the-world service (flight 2 flew the same route, but in the opposite direction.) The flight an airline designates as “flight 1″ has powerful meaning. It may reflect the airline’s history (as in the cases of Southwest, JetBlue, and American.) Or it might reflect present priorities (as for Air Canada.) Sometimes flight 1 can give you a deep insight into an airline’s soul. And sometimes not.