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The Challenge: American airline Kenmore Air was going to begin flying on a regular basis from Seattle, WA, to Nanaimo, BC. It wanted to make the local market aware of this new offering.

The Objective: The goal was to introduce the brand, Kenmore Air, and get Canadians excited about its new daily flights. At the same time, key contact information needed to be front and centre to encourage bookings.

The Plan: Initially the U.S. media planning agency was skeptical of newspapers. When the paper explained the strength of Canadian newspapers and the engagement that local markets have with their papers, the agency and advertiser agreed to try it.

The local newspaper had a loyal base of readers that actively participate in promotions created by the paper. The newspaper proposed offering two free flights to readers entering a contest. This type of partnership would create further interest in the ad and deliver an instant call to action—enter the contest.

The newspaper ads could also effectively show the yellow, black and white Kenmore Air signature tail and the important facts.

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