Air Transat Launches ‘Vacation Intervention’ Campaign

Air Transat, Canada’s number one leisure airline, is spearheading a campaign aimed at encouraging Canadians to travel more. The company’s “Vacation Intervention” campaign serves as a reminder of the importance of taking a vacation, even as, every year, millions of Canadian vacation days remain unused.

“Air Transat is the vacation champion, reminding everyone that vacations should be a right, not a privilege,” said Genevieve LeBrun, vice president of marketing, at Air Transat. “Our new campaign is playful and fun, but it has a serious message at heart: Everybody deserves a vacation.”

The program involved a series of short video interviews conducted by comedians, who sought out the most “vacation deprived” people they could find. The multi-platform campaign features interactive experiences tailored for social media, which make users feel like they’re almost at the beach; as well as targeted newspaper, radio and web banner ads, all designed to get people thinking about their next vacation.

In addition to raising awareness, the campaign also features a promotion that offers travelers a savings of up to $1,000 per couple on South packages.