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PUBLICATION |
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OnAir
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CLIENT |
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Air Canada
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PUBLISHER |
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Spafax
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Client: Air Canada
Circulation: 1.8 million
Frequency: 12x
Target:
Frequent flyers
Client Objective/s:
- To reach targeted customers “off-site” – that is, in their homes
Execution:
Spafax Canada created an e-zine for three separate markets: English Canada, French Canada and the US. A contest/ad campaign linked to Air Canada’s website produced a subscription list of approximately 700,000 names. Our editorial is a mix of travel and trend stories along with sales features and promotional articles from Air Canada. We have a regular columnist and “share” certain content with the well-established enRoute, Air Canada’s inflight publication, also published by Spafax.
Results:
From the start, click through rates for OnAir have far exceeded industry norms. We have commercialized the e-zine and now attract enough ad dollars that the publication is self-financing. Best of all, Air Canada ticket sales that can be tracked directly to e-zine readers far exceeds all client and Spafax projections.
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