Initial research revealed some interesting data on the target profile. The travel industry attracts three kinds of people who take flights. The leisure segment, the business segment and the VFR segment – people who Visit Friends and Relatives. While Air Canada’s mainstream Ad agency focused on the business and leisure categories, our focus as the Multicultural agency was to target the VFR traveler heading back to India to catch up with family and friends.

A big challenge for anyone traveling from Canada to India is the sheer amount of time it takes to get there. Hence the ‘non-stop’ schedule was a welcome differentiation – and that became the central theme of our campaign. “Bridging continents joyfully” became our central theme and we aimed to replace the frustration of the long-haul flight with the job of traveling non-stop. To reinforce the convenient flight message, we used iconic language and imagery to rekindle memories of flying the non-stop route, in the integrated campaign. The objective was to create a sense of nostalgia among Indo-Canadians with happy memories of their home city.