CASE STUDY
AIR TRANSAT CASE STUDY
THE CLIENT
Background
Air Transat is an airline based in Saint-Laurent,
Montreal, Quebec, operating scheduled and charter
flights serving 60 destinations in 25 countries. One
of Canada’s largest airlines, following Air Canada
and WestJet, the company books over 3.5 million
passengers a year with over 2,100 employees.
And although it has been flying in Canada since
1987, Air Transat was battling low brand awareness
as well as market perception of its service quality.
AIR TRANSAT CASE STUDY
THE BRIEF
The Challenge
Air Transat wanted to increase the awareness of
their brand and service offerings, as well as reinforce
quality of service as a key brand attribute, with
particular emphasis on developing brand awareness
within the Ontario and Western Canada regions. The
campaign was intended to promote the competitive
advantage of Air Transat Europe — more direct flights
to more European destinations than its competitors.
There was also a strong desire to reach their targeted
audience (Females 35-55, HHI $75K+) and align with
The Globe and Mail’s core audience.
The Strategy
Deliver an engaging, rich media creative experience
that leveraged the ‘hands-on’ capabilities of the
iPad, while reinforcing the client’s campaign
messaging of ‘More Flights to Europe’ through high
levels of engagement with the ad experience.
AIR TRANSAT CASE STUDY
THE EXECUTION
In partnership with Air Transat’s agency,
Cossette, The Globe and Mail developed an
HTML 5 game called “Fly Direct”, delivered via
a full-screen rich media interstitial on The Globe
and Mail’s iPad News app.
‘Fly Direct’ allowed players to use the iPad’s
gyroscoping feature to “fly” an Air Transat plane
through a maze of clouds as part of a contest
entry. Users were encouraged to repeatedly play
the game to increase their chances of winning a
vacation package.
AIR TRANSAT CASE STUDY
RESULTS
From June 8 to July 20, 2012, the rich media banner
registered over 170,000 impressions. More than 2,700
games of Fly Direct were played, registering over 820
entries into the contest, as well as 230 new unique
registrants from the Air Transat newsletter.
Highlights of the Key Performance Indicators:
77 Interaction rate of 1.61% (number of games over the
number of impressions)
77 Contest conversion of 0.49% (number of registrants
over the number of impressions)
77 Newsletter conversion rate of 0.14% (number of
registrations over the number of impressions)
This execution exceeded Air Transat’s web standards
of performance, with each Key Performance Indicator
surpassing the benchmarks set by Air Transat.
AIR TRANSAT CASE STUDY
RESULTS
The campaign validated the effectiveness of rich media
executions within an exciting new mobile environment,
delivering above average results and surpassing the
client’s business goals.
Moving Forward
Partnering with the Globe Media Group allows
your business to benefit from the full range of our
capabilities — from strategy and analysis to design,
development and execution — creating exceptional
and innovative ad experiences for your next campaign.
AIR TRANSAT CASE STUDY APRIL 23
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