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Air Canada video: Ready for takeoff

Air Canada video: Ready for takeoff

Old May 22, 20, 12:38 pm
  #1  
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Air Canada video: Ready for takeoff

As this didn't seem to fit well into others thread I thought I's start a new one to share this video.

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Old May 22, 20, 12:39 pm
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Good use of a lot of previous footage from their 2017 rebrand video, from what I can tell!
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Old May 22, 20, 4:19 pm
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They sure do this stuff great......well done.....
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Old May 22, 20, 5:19 pm
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Originally Posted by Orcair View Post
Good use of a lot of previous footage from their 2017 rebrand video, from what I can tell!
@Orcair

I also recognized a few scenes from the video with Ryan Reynolds' voice-over, Dec 2017. Oddly, I don't see it on AC's YouTube page but its searchable on tis own. I like many of the elements and optimism in the video posted by @tcook052

I've spent some time over the past while looking at the videos produced by other airlines. Some outstanding planeporn, messages of hope for return to travel and thanks to many of the different airline and healthcare workers. I wondered why there was nothing from AC other than tweets and news releases - and yes, I am aware these videos cost a bit of money, but there are many reasons to make them and show them.
.
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Last edited by 24left; May 22, 20 at 5:32 pm
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Old May 22, 20, 6:19 pm
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I'm curious to know what those reasons might be, if there are any marketing folks out there? Wondering how "Thinkers, Builders, Explorers" fits in with the current reality of, "I can't travel because I've been laid off, my business has gone tango-uniform, no destinations particularly want me showing up and I don't want to vector a deadly disease".

I guess maybe this is to distract from the amazing amount of negative press AC has received due to thousands of very upset customers? It seems every business has managed to come up with a feel-good inspirational message while AC alienates the very people they hope to attract back.
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Old May 22, 20, 6:24 pm
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As an aviation fan, I think the video is great.

As a business analyst, I do not understand the point of spending money on something like this right now.
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Old May 22, 20, 9:06 pm
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Originally Posted by capedreamer View Post
As an aviation fan, I think the video is great.

As a business analyst, I do not understand the point of spending money on something like this right now.
If much of the footage was in the can from previous shoots as has been suggested the costs may be negligible.
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Old May 22, 20, 9:51 pm
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Originally Posted by capedreamer View Post
As an aviation fan, I think the video is great.

As a business analyst, I do not understand the point of spending money on something like this right now.
I don't know if this was done by an agency or in-house. If it was in-house it costs zero as the guy who normally does in house video/marketing material salary is being subsidized by the government.

If AC has all this labour subsidized by government working from home, they might as well focus on preparing for restart and background projects that have been on the shelf.
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Old May 22, 20, 10:13 pm
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Originally Posted by CZAMFlyer View Post
I'm curious to know what those reasons might be, if there are any marketing folks out there? Wondering how "Thinkers, Builders, Explorers" fits in with the current reality of, "I can't travel because I've been laid off, my business has gone tango-uniform, no destinations particularly want me showing up and I don't want to vector a deadly disease".

I guess maybe this is to distract from the amazing amount of negative press AC has received due to thousands of very upset customers? It seems every business has managed to come up with a feel-good inspirational message while AC alienates the very people they hope to attract back.
I like it. The people who are going to be buying tickets over the next year are people traveling for business trying to rebuild to where they were before all of this. I think this speaks to them.

The people who have been laid off need help and as a society we should make certain they are covered until their employer can hire them back or they are able to find a new opportunity. AC should be respectful and sensitive to the situation especially give many are former or future passengers. That said, that is not the demographic AC should trying to encourage to start flying again.
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Old Yesterday, 2:37 am
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Wow, thanks for sharing this!
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Old Yesterday, 5:21 am
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Nice video-- well done AC!
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Old Yesterday, 9:14 am
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It was strictly fluff...I mean I don't take issue with them publishing it, but it tells me next to nothing about any plans for flying or plans for change.

I know how cabin cleaning works, it's not sustainable at normal turn times even for a major to do "deep cleans". It used to take a crew of 5 over 5 hours to do one 737 where I worked. I think we'll have a litany of people taking pictures of all those nooks and crannys on airplanes that will still be filthy. Those of course aren't important hot spots, but I do think the whole plane should basically be hit with this fogger thing that companies are using, tray tables down, headrests open/fully extended, blast the plane AFTER the grooming is done, then let it sit for a couple mins. Even still that's not gonna be a really quick process. So I wonder how long this "clean plus" or whatever will last in actuality.

I do think AC will come back fairly well when things turn around, and again I have no issue with them publishing a fluff piece, but it was literally 99% fluff, and seems kinda useless to me that's all.
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Old Yesterday, 10:43 am
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Originally Posted by capedreamer View Post
As an aviation fan, I think the video is great.
As a business analyst, I do not understand the point of spending money on something like this right now.
Here are 3 reasons to support the relatively low cost expenditure;
1. To counter some of the negative publicity AC has and still is receiving.
2. To reinforce sentiment in favour of the company in preparation for its upcoming request for a government handout.
3. To remind the market that AC is still there, albeit battered and hanging on for dear life. Even business analysts need a reminder

AC needs to have a positive message campaign and this ad does the trick. I do see your point, but I ask you to remember when there were some people aggressively hectoring us that the pandemic was nothing, that it would blow over and that it was much ado about nothing. Aside from their being wrong about everything, they did some damage much as any negative word of mouth campaign does. AC didn't manage its response well back then, but now it has an opportunity to get the message out that the airline is here and will bounce back etc. Consider this as an attempt to protect the brand value. It is part and parcel of the overall campaign of restoring consumer confidence and ties into the care+ program and other initiatives. If you consider it in that light, perhaps you might reconsider your perception as a business analyst? It's not just revenues and costs, but protecting the intangibles like good will and brand value. Keeping the warm and fuzzy feelings alive is best achieved through this type of ad.
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Old Yesterday, 10:50 am
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Originally Posted by Transpacificflyer View Post
...

It's not just revenues and costs, but protecting the intangibles like good will and brand value. Keeping the warm and fuzzy feelings alive is best achieved through this type of ad.
Ultimately "warm and fuzzy feelings" still have to translate into "revenues and costs". A well run organization would have the right internal metrics to measure and reinforce that connection. I hope AC does.
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Old Today, 7:58 am
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I can't help to feel like the video is a bit in your face considering how AC is holding a ton of money hostage for cancelled tickets.
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