Air Canada Vacations : Making Your Dreams Travel
Making dreams travel through an immersive experience
SERVICES
- Visual identity
- Strategy
- UX / UI design
- Development
Air Canada Vacations asked us to help it reposition itself with a new brand identity that would strengthen its direct connection to customers. The new identity, launched under the signature “Make your dreams travel,” was designed to resonate with a younger segment of travellers (28 to 39).
To capture this new target's attention, we needed to tell an authentic, memorable story. Isabella's Dream is a cinematic digital experience that follows Isabella on her adventures through Italy as she searches for the coastal villa she remembers from a childhood trip. Throughout the story, which unfolded in four chapters, users could discover the Instagram, Facebook and Pinterest content that Isabella created on her journey, reflecting the multi-platform way this target researches and documents their own vacations. At the end of the story, they could enter for the chance to win their own dream vacation in Italy.
Results
30M impressions
190,000 visits to the microsite
+1,025% increase in Facebook engagement
55,500 unique contest participants
153,000 clicks on complementary content
2:36 average time spent on the site