Air Canada Presentation

14
Communications Audit Ashley Therriault Jessica McAfee

description

 

Transcript of Air Canada Presentation

Page 1: Air Canada Presentation

Communications Audit

Ashley TherriaultJessica McAfee

Page 2: Air Canada Presentation

Air Canada Facts

Air Canada is Canada's largest full-service airline serves over 32 million customers annually and provides direct

passenger service to over 170 destinations on five continents.is a founding member of Star Alliance, the world's most

comprehensive air transportation networkis the 15th largest commercial airline in the world, with

approximately 23,200 full-time equivalent employees. supports charitable organizations, with a primary focus on

children and youth, through its Community Investments Program)Air Canada shares are traded on the Toronto Stock Exchange

(TSX) under the symbol “AC-B.TO”.

Page 3: Air Canada Presentation

Peter Fitzpatrick – Manager of Media Relations and Corporate Communications

• Answer media inquiries• Write press releases and news releases• Develop long-term communication strategies and communication

plans• Work on day-to-day operational activities • Write executive speeches• Collaborate with the Western and Eastern managers on a daily basis

to ensure a consistent message• Crisis management (including monthly on-call shifts)• Uses the intranet to update the other communications branches• Prepares a compilation of news stories pertaining to Air Canada’s

operations. This is done on a daily basis and sent out to every employee via email.

Page 4: Air Canada Presentation

Corporate Structure

Chairman

David I. Richardson

President and CEO

Calin Rovinescu

Media Relations/Corporate

Comm.

Central CanadaPeter Fitzpatrick

Eastern Canada

Isabelle Arthur

Western Canada

Angela Mah

Director of Communications

Denis Vandal

Vice President of Corporate

Communications

Priscille LeBlanc

Page 5: Air Canada Presentation

Communications Challenges and Objectives:

• Objective:

To protect and promote the corporate brand by effectively communicating a consistent message of safety, reliability, accountability and luxury to stakeholders in a timely fashion.

Page 6: Air Canada Presentation

Strategy #1

• To communicate Air Canada’s objective of maintaining a consistent message of safety, reliability and luxury to the customer through traditional media outlets

Page 7: Air Canada Presentation

Go Far Campaign

In addition to some traditional print, broadcast and Internet media, it featured mostly OOH.

Communicating its upgrades to the target audience: touch-screen TVs, first-class beds, the campaign focuses on the unique features available on most of its aircrafts

Page 8: Air Canada Presentation

Strategy #2

• Expand and strengthen the corporate brand by communicating its attachment to the national identity of Canada

Page 9: Air Canada Presentation

Go Far Campaign

• Official Supporter of Vancouver Olympics 2010

• Launched its Elite Podium program in preparation for Vancouver 2010. All athletes, coaches and mission team staff involved with Canada's Olympic and Paralympic teams were offered a recognition program through Air Canada Elite® status.

Page 10: Air Canada Presentation

Just “Plane” Genius

• Air Canada connected the Vancouver 2010 event with the desire of Canadians to “Go Far”, honouring all Canadians who go far every day to broaden their horizons and achieve new heights of excellence.

• Appealed to a broader audiences than just athletes (Canadians, fans, sports enthusiasts, travellers, families, etc.)

Page 11: Air Canada Presentation

Go Far Vancouver Olympics 2010

Social media presence: YouTube, Facebook

Page 12: Air Canada Presentation

Opportunities and Challenges

Opportunities

• 100% brand awareness• Easy to get messages out• CEOs as leaders AND

communicators• Affiliations with

celebrities (Celine Dion, Olympic athletes)

Challenges• Under the microscope• Too many messages• Over 23K employees• Long list of stakeholders• Social media = 24/7• Crisis management • Global network (ex. Shift

work; time zones)

Page 13: Air Canada Presentation

Target Audiences

Existing• “Premium” flyers• Traditional media• Businesspeople

• Air Canada offers “elite” rewards and the addition of upgrades (lay-flat seats, etc) to cater to this target audience. This is effectively communicated in the GO FAR Campaign using traditional media.

Potential• Young travellers• Social media• Students/Interns

• Air Canada does offer cheap student flights and discounts HOWEVER this is not effectively communicated. This is a great potential target audience where social media tactics can be utilized to its advantage.

Page 14: Air Canada Presentation

THANK YOU FOR FLYING WITH AIR CANADA. WE HOPE YOU ENJOYED YOUR FLIGHT.