Air Canada Presentation
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Transcript of Air Canada Presentation
Communications Audit
Ashley TherriaultJessica McAfee
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”.
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.
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
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.
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
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
Strategy #2
• Expand and strengthen the corporate brand by communicating its attachment to the national identity of Canada
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.
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.)
Go Far Vancouver Olympics 2010
Social media presence: YouTube, Facebook
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)
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.
THANK YOU FOR FLYING WITH AIR CANADA. WE HOPE YOU ENJOYED YOUR FLIGHT.