Time to go is the name of Air Transat’s new advertising campaign, which debuted in Canada today. Designed to get Canadians out of their routine, this ad campaign emphasises the importance of taking trips as a way to relax and rejuvenate.
The campaign was developed in tandem with the creative agency Sid Lee, and it centres around videos showing the protagonists engaging in mundane activities that have become second nature to them. These include a couple dozing off in front of the TV, a man working on one of his many motorcycles in his garage, and a woman watering hundreds of plants in her apartment. The brand’s theme is motivated by people’s extreme inclination to stay indoors in the wake of the epidemic.
Joseph Adamo, Transat’s chief sales and marketing officer, adds, “Time to go is perfectly aligned with our mission, which encourages us to benefit from the transformative power of travel – openness.” We think that breaking out of your routine is a great approach to develop individually.
“Comfort zones allow us to relax and take solace in the familiar, but sooner or later there comes a time when we want to shake things up,” says Brian Gill, Creative Director at Sid Lee. “Time to go” is about the realisation that “I need some adventure,” and that travelling is the best way to broaden one’s perspectives.
Ads in 30-, 15-, and 6-second video formats, as well as a radio spot, have been released across Quebec and Ontario. The omnichannel campaign is also present in digital channels and on a wide range of billboard formats. Most of these spots feature copy that is specifically tailored to the environment in which it is displayed, and that ultimately urges viewers to get out of their routine and discover the world.
Developing the idea through collaborations with neighbourhood pizza joints.
The campaign also includes a unique media strategy that brings the campaign’s central idea down to earth. Eat It Up Media assisted in creating a pizza box in Air Transat’s colours as a means of directly addressing potential customers. When customers in the Greater Toronto Area and Montreal order this comfort food from one of the 45 participating pizzerias, the takeaway box will feature a question meant to signal that it’s time to go, as well as promotional details and a QR code.
Time to depart: discounted fares to North America and Europe
Air Transat’s latest advertising campaign encourages people to leave their comfort zones by providing cheap airfare to European and American destinations. One-way tickets to Florida start at $149 from Toronto and $249 from Montreal, while round-trip flights to Europe start at $799.
Concerning Air Transat
Air Transat, which was established in Montreal 35 years ago, is a market leader in the leisure travel industry. It travels to international, transborder, and Canadian locations and was voted North America’s Best Leisure Airline at the 2022 Skytrax World Airline Awards. As part of its dedication to a cleaner environment, the company is replacing its ageing fleet with the most environmentally friendly planes in their class. Transat A.T. Inc. (TSX: TRZ) operates Air Transat as one of its divisions.
Concerning Sid Lee
Sid Lee is a global creative firm that uses narrative, design, and technology to create meaningful experiences for its clients’ customers. The 900 experts throughout their Montreal, Toronto, New York, Paris, London, Los Angeles, and Seattle offices function as one cohesive unit. They use their creative skills in a variety of fields, from design and advertising to architecture and interactive and immersive communication, in tandem with forward-thinking clientele. Through radical internal and client-facing collaboration, as well as rapid iteration on creative and production processes, they produce high-quality work that helps their clients gain an advantage over the competition and win the loyalty of their customers.
Sid Lee is part of kyu, the second-largest agency network in Asia, which is a collective of the best global creative firms like IDEO and SYPartners, offering integrated solutions all over the world. Our shared conviction that innovation and artistic expression can drive economic and social progress is a driving force in our collaboration. C2 Montreal, one of the world’s largest innovation conferences, was also conceived by Sid Lee.
