Say hello to Air Canada Rouge! Media Kit 2018
Who we are. At Air Canada Rouge, we think vacations are a beautiful thing. And we want to make every one of them amazing, from beginning to end. That s why, every day we fly our passengers to exciting places around the world while they sit back, relax and enjoy hours of streaming entertainment plus the perks, safety and reliability they ve come to expect from Air Canada. Our team of over 1800 employees are here to help create wonderful beginnings to vacations far and near. 2
Where we fly. Up and Away From 4 aircraft in 2013 to 50 today! July 1, 2018 marks our fifth birthday, and we continue to grow into an extensive international vacation carrier with 50 aircraft and a network of over 100 routes on five continents. 3
Our offering. Premium Rouge customers breeze through the airport with priority check-in and boarding, and then relax in an exclusive cabin offering wider seats and more room to stretch out. They also enjoy complimentary gourmet meals, beverages, and use of an onboard ipad with access to top-notch entertainment. Economy customers can look forward to a complimentary hot meal, tasty snacks and a checked bag when flying to Europe, South America, Africa or Asia. And if they wish to stretch out more, our Preferred Seating option gives them more legroom for a small additional charge. Entertainment comes in the form of hours of shows and movies, streamed directly to a device through our Air Canada App, plus selected flights offer Rouge Wi-Fi our high-speed internet so our customers can stream, surf, and shop at 35,000 feet. 8.1 million people will fly with us in 2018. 4
Our customers. 5
Millennials. Gender Travel to: 63% 37% UK 25% U.S. 56% Europe Mexico & Caribbean Age 18-24 25-34 Average HHI 23% 46% 51% Vacation outside of Canada: 1x /year $118,920 $1000 Amount spent on vacations: Source: Vividata Summer 2018 Study 58% 80% 37% $2000 94% $3000 44% 3-5x /year 23% $5000 33% 6
Families. Gender Travel to: 38% 62% UK 25% U.S. 56% Europe Mexico & Caribbean Age 25-49 35-64 58% 23% 60% Rouge Crew receive specialized customer service training with families in mind. 70% Vacation outside of Canada: 1x /year Average HHI $118,920 37% $1000 Amount spent on vacations: Source: Vividata Summer 2018 Study Fun for all 96% $2000 94% $3000 44% 3-5x /year 23% $5000 33% 7
Snowbirds. Gender Travel to: 53% 47% UK 9% U.S. 51% Europe Mexico & Caribbean Age 50-64 30% Hot Spots New destinations include Nanaimo, Kamloops, Bucharest, Zagreb & Porto! 25% 29% 38% 65+ Vacation outside of Canada: Average HHI 1x /year $89,436 39% $1000 Amount spent on vacations: Source: Vividata Summer 2018 Study 97% $2000 84% $3000 74% 3-5x /year 19% $5000 50% 8
Opportunities. 9
Potential activations. Create an opportunity to engage with Air Canada Rouge customers, from the minute they step through the gate and for the duration of their flight, and inspire them to share their experiences on social media. Programs can be targeted to the destination. Here s a few thought starters... 10
Thought starter: Florida Face painting Themed colouring books Fast-pass provisions Toy give-away Sun care information Sun care amenity kits Over 1.6m passengers flew with us to our 8 Florida destinations this past year! 11
Thought starter: Las Vegas Previews of current Las Vegas shows Touch-up kits for passengers to refresh upon arrival Vouchers for discounted tickets to Las Vegas attractions Hotel partnerships that provide passengers with coupons and show details Branded mints Over 420,000 passengers started their Vegas adventure with us in the last year! 12
Thought starter: Caribbean & Latin America Over 1.7m passengers escaped to the Caribbean & Latin America with us this past year! Resort wear fashion show Sun care information Sun care amenity kits Surprise & delight clothing (t-shirts, sun hats, towels) 13
Rouge menu. Passengers on a variety of Air Canada Rouge flights over 90 minutes are directed to Air Canada Café; a popular go-to for a selection of inflight meals and snacks. This is an exclusive opportunity for one advertiser per month to be featured on the outside back cover. Menu. August 2018 Août 2018 Month Ad closing/material due January 2018 November 17, 2017 February December 13, 2017 March January 19, 2018 April February 16, 2018 May March 19, 2018 June April 18, 2018 July May 18, 2018 August June 18, 2018 September July 19, 2018 October August 20, 2018 November September 17, 2018 December October 19, 2018 Cycle Monthly Audience 35,000 Ad Units Rate $4,290 One full page position (OBC) available monthly 14
TORONTO 2 Bloor Street East, Suite 1020 Hudson s Bay Centre P.O. Box 92 Toronto, ON M4W 1A8 Telephone: 416.350.2425 Fax: 416.350.2440 LAURA MAURICE Vice President, Media 416.350.2434 laura.maurice@bookmarkcontent.com TRACY MILLER National Sales Director 416.350.2434 tracy.miller@bookmarkcontent.com KAREN KELAR Director of Brand Alliance 416.434.9617 karen.kelar@bookmarkcontent.com BOYD MICKLE Senior Manager, National Accounts & Channel Development 416.350.2437 boyd.mickle@bookmarkcontent.com RYSIA ADAM Senior National Account Manager 416.350.2448 rysia.adam@bookmarkcontent.com STEPHANIE JOSEPH-FLATTS Manager, Brand Integration & Marketing Solutions stephanie.joseph-flatts@bookmarkcontent.com NATALIE HOPE Senior National Account Manager 416.350.2433 natalie.hope@bookmarkcontent.com MARY SHAW Ad Production Manager 416.350.2426 mary.shaw@bookmarkcontent.com STEPHEN GERAGHTY Production & Circulation Manager 416.350.2435 stephen.geraghty@bookmarkcontent.com QUÉBEC AND EASTERN CANADA 500, rue St. Jacques O, Suite 1510 Montreal, QC, H2Y 151 Telephone: 514.844.2001 Fax: 514.844.6001 DOMINIQUE BEAUCHAMP Senior National Account Manager, Québec and Eastern Canada 514.840.5292 dominique.beauchamp@bookmarkcontent.com WESTERN CANADA 7731 Government Road, Burnaby, BC V5A 2C7 Telephone: 604.656.2291 BARB WELSH Welsh Sales Solutions barb.welsh@welshsalessolutions.com UNITED STATES 230 Park Avenue South, Floor 5 New York, NY, 1003 USA MARY RAE ESPOSITO Media Sales Director, NYC 646.278.6876 maryrae.esposito@spafax.com FLORIDA & CARIBBEAN MICHELLE ENDARA 786.226.2665 me@usmeproductions.com LONDON The Pumphouse, 13-16 Jacob s Well Mews London, UK, W1U 3DY STEVE O CONNOR Portfolio Sales Director 44.207.906.2077 steve.oconnor@spafax.com FABIAN LINTON Ad Operations Coordinator 416.350.2456 fabian.linton@bookmarkcontent.com SUSAN PERLANSKI Advertising Sales Assistant 416.350.2436 susan.perlanski@bookmarkcontent.com