Who: Transat and Air Transat, with Sid Lee for creative, post-production and media; Les Enfants for production; Cult Nation for music.
What: “Come Back Changed,” the second iteration of a multi-platform campaign and promotional offer designed to quite literally break the ice for Canadians exhausted by winter. It is promoting discounts of up to 40% for vacation packages in southern destinations such as Mexico and the Caribbean, as well as up to 20% on flights to those locations and Florida.
What: “Come Back Changed,” the second iteration of a multi-platform campaign and promotional offer designed to quite literally break the ice for Canadians exhausted by winter. It is promoting discounts of up to 40% for vacation packages in southern destinations such as Mexico and the Caribbean, as well as up to 20% on flights to those locations and Florida.
When & Where: The campaign is running in Ontario, Quebec and the Maritimes, across digital, social, OLV, radio, owned and operated channels and contextual OOH, including displays in gyms, elevators and subways.
Why: "The key is to connect with consumers through a relatable message. While January is a competitive month, we believe that travellers are seeking an experience beyond just price,” said Valérie Martin, director of marketing for brand and commercial activities at Transat. The company “place[s] great emphasis on the transformative power of travel,” she added.
The “Come Back Changed” platform is returning after finding success and an “enthusiastic reception” in the Canadian market last year, said Martin. This year, it is paired with what the airline hopes will be an even more enticing offer for consumers to further drive consideration and purchase.
How: The crux of the campaign are social media and contextual OOH executions that Martin says are ideal for communicating its message, due to their “organic presence” in the lives of the target audience—people over 25 years old who run the gamut from beach lovers to adventure seekers.
“This makes it easier to connect with the audience, especially when our messages are tailored to them,” she said.
The creative pokes fun at the routines many Canadians find themselves stuck in during the winter months, and acts as “a playful invitation to self-mockery,” aligns with that message, added Martin. Messages include "If social media is as social as you get," and "If someone's breathing sets you off," accompanied by notices for the promotional discount.
And we quote: "We’re focused on giving our consumers plenty of choices and great quality in our products and services, so they can find just what they need. If people choose us, travel with us, and come back changed for the better, we will have succeeded." — Valérie Martin, director of marketing, brand and commercial activities, Transat
