Air Transat - Vacation Is Calling

Air Transat - Vacation Is Calling

In a bid to sell positive emotions and the joy of holiday anticipation, rather than mere destinations and tickets, Canadian holiday carrier Air Transat’s first campaign with new agency partner Sid Lee attempts to create a more holistic view of the vacation experience by tapping into how people feel from the minute planning begins to the memory of warm, sunny places.

The campaign centers around a twominute, cinematic video , which is supported more broadly by radio adverts, out of home advertising (billboards, etc.), digital and social components.

High production quality is apparent in this video and ethereal music tells us quickly something magical is likely to happen. As we watch on, a business man discovers a lush, tropical jungle in a busy downtown street. A woman’s bed transforms into a turquoise blue ocean upon which she is suddenly floating, and for a young boy a suburban street puddle becomes a lagoon encircled by sand and palm trees.

At the end of the video we see top down shot of an Air Transat plane flying over the boy and hear a voice say “When you book with Air Transat, you’re already on vacation. Air Transat – vacation is calling.”

Everyone is selling beaches and hotels, but since we’re dedicated to selling holidays, the whole experience is what we have to build on

Geneviève LeBrun, VP of marketing at Transat Tours Canada told Stragegyonline.ca.

The video has been viewed more than 125,000 times on YouTube since October 7th. Sid Lee and Air Transat have also reworked the airline’s logo, making the iconic blue star really pop.