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Published on .

PARIS -- Air Canada has chosen True North Communications-owned FCB 20-80, Paris, to handle its first-ever direct marketing campaigns in France.

The undisclosed budget, won after a pitch against several other unnamed direct marketing specialists, will initially focus on a host of business-to-business tasks aimed at consolidating the airline's upper-end image for the corporate sector. The brief includes database development and management, targeted mailings and print ads in the professional press.

A second direct marketing task will use a wave of mailings to create better awareness among existing and potential clients of services offered in the company's business and first-class cabins.

Creative elements of the campaign -- which breaks June 1 -- also incorporate Air Canada's sponsorship of leading sporting events, such as Formula 1 racing, ice hockey and basketball.-- Lawrence J. Speer

Copyright May 2001, Crain Communications Inc.

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