About Marketel

Founded in 1997, Marketel is one of the largest advertising agencies in Quebec,
offering integrated services in advertising, promotions, sponsorships, design and media.
It is majority-owned by Quebecers and associated with McCann WorldGroup,
a major international communications network that provides Marketel
with access to world class information and services in 205 cities and 132 countries.

CANADIANS GO FAR WITH AIR CANADA

/whats_happening/02-15-2010

Marketel Communications has created a new integrated platform for Air Canada that celebrates Canadians and reinforces the airline's status as the national flag carrier. The campaign, entitled Go Far, will launch during the Vancouver 2010 Olympic and Paralympic Games with three TV spots, print and online executions, and sponsorship activities on site in Vancouver. Various executions within the Go Far platform will follow throughout the year. "Simply put, the campaign is a rallying call that encourages Canadians to go far in their

travels and in their lives, and positions Air Canada as the airline that will go far to help them do that," said Nathan O'Brien, Creative Director, Marketel Communications. The TV campaign was filmed in London, Shanghai and Buenos Aires-all key international routes for Air Canada-and in Calgary and Sunshine Village in Banff National Park. The ads feature real Canadians and tell individual stories of what it means to go far-for travelers, for athletes and for their fans around the world. "Go far is a very relevant platform for Air Canada," said Nancy Lee Jobin, Vice-President Client Services, Marketel Communications. "It reflects a new corporate philosophy, taps into a

sense of personal and national pride, and underscores Air Canada's position as the only national carrier that can take Canadians to destinations around the world." "There are many changes underway at Air Canada, not the least of which is shifting the focus back to consumers," said Denis Vandal, Director of Marketing Communications and Brand Management, Air Canada. "This campaign is a strong expression of that, and demonstrates Air Canada's pride in being the official airline of the Vancouver 2010 Olympic and Paralympic Winter Games."

See the work: TV: Distance, Contrasts, Time zones Print: Bobsleigh, Coach, Crowd, Sledge Hockey

TV CLIENT: Air Canada AGENCY: Marketel Communications PRODUCTION SERVICES: Cinélande POST PRODUCTION: 4 Westmount Square MUSIC: Apollo SOUND: Sonart

PRINT CLIENT: Air Canada AGENCY: Marketel Communications STUDIO: Low Profile

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