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.