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Air Transat Reveals Refreshed Brand Identity, ‘Travel Moves Us’

Air Transat has unveiled a new brand Identity and growth strategy called ‘Travel Moves Us’. Building on 35 years of experience, the new brand positioning draws on the carrier’s DNA as a globally recognized brand focused on openness, friendliness and expertise.

Air Transat Airbus A321neo - Courtesy Airbus

On Wednesday (October 5, 2022), Air Transat announced the unveiling of new brand positioning with the tagline, ‘Travel Moves Us’, which builds on over 35 years of success and focuses on openness, friendliness and expertise. The new brand Identity draws key elements from the same DNA that has positioned Air Transat as a globally recognized brand. Developed in collaboration with the creative agency, Sid Lee, the new multiplatform marketing campaign follows three protagonists, each of whom is on a transformative journey through new places, experiences and outlooks.

In Wednesday’s announcment, Transat’s Chief Sales and Marketing Officer, Joseph Adamo, said,

“We have been primarily known for our South packages and transatlantic flights, and we are now putting forward our culture and expertise regardless of the destination or nature of the trip. With Travel Moves Us, Air Transat actively encourages travellers to open up to the world, no matter the reason of their departure.”

Transat’s Senior Director – Brand and Customer Experience, Mario Pagano, added,

“Our strategy is rooted in the expression of a strong, assertive brand identity, along with an authentic positioning that is supported by a corporate culture with a 35-year history. That authenticity is reflected in the creative choices we’ve made for our campaign, which features characters who resemble our customers and the experiences they share with us every time they fly with us. The Travel Moves Us signature underscores that strong connection, which is both an inspiration for our travellers and the collective credo that unites Air Transat’s staff.”

Also commenting on the marketing collaboration, Sid Lee’s Creative Director, Brian Gill, said,

“We all have apprehensions about change. We wanted to address this truth and speak to how meeting new people and experiencing new places and cultures bring us closer and make us more empathetic towards one another. It’s about the joys of travel, including the challenges it poses—challenges that ultimately make travel one of the most rewarding experiences of all.”

The Travel Moves Us campaign will be rolled out in two stages, with the first stage including TV, Outdoor and digital placements in the Quebec and Ontario markets, while the second stage will see the campaign deployed in international markets. The campaign’s accompanying film was directed by Caraz, a two-time Gold Young Director Awards winner, while Air Transat commissioned Montreal group NOBRO for the bilingual soundtrack, featuring the song "Better Each Day."

Air Transat's New 'Travel Moves Us' Brand Identity Video - Courtesy Air Transat

Montreal-based Transat A.T. Inc. (TSX: TRZ), the parent company of Air Transat, was founded over 35 years ago. The company has around 5,000 employees and is the third largest airline in Canada, as well as the leading integrated tourism company. Transat offers vacation packages, hotel accommodations and air service to more than 60 destinations in over 25 countries in the Americas, Europe and the Caribbean. In the U.S., Air Transat also offers 265 additional destinations through partnerships with other airlines. Air Transat has been voted the ‘World’s Best Leisure Airline’ at the Skytrax World Airline Awards. The carrier is currently renewing their fleet with the most fuel-efficient and environmentally aircraft in their class, as part of Air Transat’s commitment to a healthier environment, knowing that this is essential for the preservation of the magnificent destinations they serve.

Source: Transat A.T. Inc.


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