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The Challenge
Air Canada, in partnership with Flight Centre, aimed to increase consideration for its flight routes and drive sales during a key promotional period. With so many travel options available, the campaign needed to break through the noise and generate attention that translated into action.
The Strategy
To cut through the clutter, Caravel Media devised a destination-led activation strategy, with a high impact stunt. We needed to capture the imagination and attention of CBD consumers and bring the magic and uniqueness of Canada’s snowy cities and mounted police directly to Australian commuters. By tapping into seasonality and spectacle, the approach aimed to convert curiosity into concrete bookings.
The Execution
We activated two of Australia’s busiest city hubs; Brisbane’s King George Square and Melbourne’s Southern Cross Station. We researched state laws and communicated with the police to permit Canadian Mounties on horseback to walk the streets of the busy CBD’S. This unmissable stunt also used walking-board ambassadors in hockey jerseys which drew crowds and promoted key flight deals. A giant snow globe photo booth created shareable moments, while free coffee in Brisbane added an inviting brand touchpoint.
Campaign Results
The activation seamlessly blended spectacle with engagement, driving curiosity, conversations, and conversions; with hundreds of consumers taking content of the stunt. More than 7,000 flyers were distributed across both activations. Air Canada reported a direct uplift in bookings during the campaign window, demonstrating that experiential brand storytelling, when done right, drives tangible returns.
