Celine wants you to fly Air Canada

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[Toronto] Emerging from bankruptcy protection, Air Canada has teamed up with the Canadian Tourism Commission to attract U.S. travelers. They plan to jointly spend $5 million a year for the next three years in New York, Boston and Los Angeles on TV spots featuring Celine Dion singing "You and I ... were meant to fly."

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.

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