Like putting pineapple on pizza, Air Transat’s new promotional campaign ‘Time to go’ encourages Canadians to step out of their comfort zone, at the same time maintaining that it’s essential to travel in order to recharge one’s batteries and escape the monotony of everyday life.

The brand’s message is directly inspired by the habits of staying at home that many have developed in an excessive way since the pandemic, says the airline.

The campaign is built around videos featuring protagonists in their routine that has gotten too comfortable: a couple asleep in front of the TV, a man working on one of his numerous motorcycles in his garage, and a woman watering hundreds of plants in her apartment.

“Time to go is perfectly aligned with our mission, which encourages us to benefit from the transformative power of travel – openness,” says Joseph Adamo, Chief Sales and Marketing Officer at Transat. “We believe that one of the best ways to grow personally is to get out of that comfortable routine.”

Rolled out in Quebec and Ontario, the campaign includes 30-, 15- and six-second video ads, in addition to a radio ad. The multiplatform campaign can also be seen in online media and on various types of billboards. Most of these placements include a message contextualized to the location of the ad that encourages people to question their habits and comfort zone, and ultimately, the need to spice things up through travel.

Pizza partnerships

The campaign also features a creative media initiative to transpose the concept of the campaign to a concrete context of everyday life.

With the help of Eat It Up Media, a pizza box using Air Transat’s colours was developed to directly address future travellers. When people order this comfort food at one of the 45 participating pizzerias in the Greater Toronto Area and Montreal, the box will include a question designed to “make them realize that it’s time to go,” as well as share information about the promotion along with a QR code leading to the promotion page.

Promo

For the launch of the campaign, Air Transat is offering prices on round-trip flights to Europe and US, including flights to the former starting at $799, and one-way flights from Toronto to Florida starting at $149, and one-way flights from Montreal to California from $249.