Air Canada - Embarq

Air Canada - Embarq

Hot on the heels of “Test Drive Canada” effort in June, Air Canada marketers have come up with another social/digital ‘first.’

The airline has created a program called Embarq, which targets the millennial traveller and plays into the increasing popularity of crowdfunding as a means to raise money for projects.

Embarq aims to help “cash-strapped” Canadians go on a honeymoon, business trip or adventure by collecting small donations from friends, family, and even total strangers – which the participant receives as an Air Canada e-gift card.

The campaign centers around a branded microsite that emulates popular crowdfunding websites like Kickstarter or Go Fund Me. It launched with the help of a promotional video , which has netted more than 600,000 views on YouTube.

To start, participants create an Embarq account or sign in using an existing Air Canada account. Next, the hopefuls write about the Air Canada destination they want to visit and upload images and videos to help create a compelling story. Then, it’s up to them to share via social media or appeal to loved ones to donate.

Unlike many crowdfunding websites that only fund a project if 100% of the target is reached, Air Canada’s Embarq program sees e-gift cards issued to participants no matter what.

This effort has been covered by popular travel sites like Tnooz and Conde Nast Traveler . As of July 19, more than 800 Canadians had launched travel-funding campaigns with Embarq.