Marketel’s Air Canada team took a field trip to Toronto for a firsthand look at a campaign they produced.

For Nancy Lee Jobin, Nathan O’Brien, Crystal Beliveau, Stephane Barrette, Jill Edmonds and Johan Hogdahl, one Friday became fly-day as they hopped aboard an Air Canada flight from Montreal to Toronto City Centre Airport. Their mission? To see and analyze the campaign they so proudly produced to promote the Montreal–to-downtown-Toronto flight route. The team scoured the city for all the key Air Canada ad hotspots, including the subway station at Yonge and Bloor that has undergone a full station domination to now feature the bold, eye-catching branding. Their goal was to observe consumer response to the station domination, monitor and gauge people’s reactions, and analyze the overall impact as a continuing part of their strategy to help further refine the effectiveness of the creative visuals that are used throughout the entire integrated campaign. Such OOH strategies are a key element of cultivating brand awareness and consideration. Their field trip allowed them to consider the strength of OOH’s effectiveness for our client as well as its synergistic impact on the other media channels used in the campaign. By blending in with the everyday commuters and city-dwellers, they were able to get a feel for the success of the imagery. Stay tuned for the next chapter of this evolving campaign!