Relationship
Canadian North and its founding companies (CAI, PWA, Transair, Nordair) have served the north for over 75 years. This airline, 100% Aboriginal owned, is an important company providing superior cargo and passenger jet service to all northerners, including the over 30,000 shareholders (Inuvialuit and Inuit of Nunavut) who own it. BRANDFX was hired to help re-brand and position the airline in their northern markets.
Approach
To position Canadian North as the “serious” and most competent contender in an unforgiving region and to fully exploit a growing awareness of the north rooted in both altruism and opportunity. This was achieved in a unique media environment using direct mail and precedent-setting web usage supported by print, radio and point-of-sale as well as a complete re-design of all in-flight materials. A teaser campaign established audience attachment to the “seriously northern” tagline as representing regional differences and the importance of local experience and a dedicated approach in a hostile northern environment.
