The campaign first broke in Canada in October, along with an updated design and color scheme for Air Canada's fleet, including a red maple leaf with green dots painted on the airplane tails. Air Canada and the CTC have committed $35.5 million to the Dion campaign over the next three years, including $2.4 million for the U.K. market.
"We feel the ad campaign will draw huge attention to Canada and the airline, because Celine Dion means Canada," said CTC Chairman Charles Lapointe. Ms. Dion doesn't appear in the spots, which show the outline of airplane windows imposed on scenes of people outdoors, running for a bus or canoeing. Air Canada's agency is Marketel, Montreal.