Consumer PR

Air Transat

Building UK national profile for a challenger airline brand from scratch
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Airline Air Transat is known for its high standard of customer service in Canada and was looking to expand its footprint to the UK and beyond.

Canadian challenger airline brand Air Transat had no public profile in the UK and limited resources to compete for ad space with the industry heavyweights.

Borkowski was tasked with creating a quick, fun and simple consumer campaign to give Air Transat positive brand recognition, espoused their ‘Openness’ ethos, and make it synonymous with its home country in the consciousness of potential travellers.

Borkowski commissioned a survey on Canada’s greatest exports, throwing in both surprising and pop-culturally relevant responses to achieve surprising and headline-friendly results. Combined with a specially-created Canada Quiz, national news media were hooked by the fun, friendly campaign.

Borkowski achieved 45 pieces of coverage across a range of national publications (both online and in print), key regional outlets and travel trades, successfully establishing Air Transat’s brand beyond the travel pages and into the consumer news space.

5 UK National items of coverage

The story successfully took Air Transat out of the travel pages and into the consumer space across 45 pieces of coverage

The media and communications market has never changed at such a pace. Each day adds new layers of competition, complexity, and intricacy.

As masters of our craft, we know how to navigate these waters, cut through the noise and ensure success.

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