“Other travel companies take their clients from A to B. We wanted to show how Air Canada Vacations can take them from A to C, with a coffee at H, some shopping at M and even a quick dip in the sea at Q.”
- David Kessous, Creative Director, Design
Air Canada Vacations is a vacation matchmaker, curating unforgettable experiences for its customers. With a diverse product offering that continues to grow, it needed to review its brand identity in order to better reflect its positioning.
The new identity was launched under the signature Making Your Dreams Travel™ and features a simple new design icon: the dreamline.
The new brand icon is inspired directly by the Air Canada Rondelle and illustrates the unique trajectories of each individual’s dream vacation: from point A to C. The line was customized with different textures, patterns and a complementary colour palette to represent individual moments and experiences, tracing people’s dream vacations through new discoveries and serendipitous detours.
The simplicity and flexibility of this icon means the brand is clearly present in everything, from aspirational video content to promotional offers.
A dream trip across Italy – and social platforms
Isabella’s Dream is a cinematic digital experience that follows Isabella on her adventures through Italy, as she searches for the coastal villa she remembers from a childhood trip. At the end of the story, users can enter a contest to win their own Italy dream vacation. In each of the four chapters, viewers can open overlays to discover Isabella’s Instagram, Facebook and Pinterest content from her day’s travels.
Each overlay adds another chance to win the contest and is linked to the brand’s own social accounts, keeping viewers fully immersed within the Air Canada Vacations ecosystem.
Air Canada Vacations is a leading vacation expert in Canada committed to delivering a full selection of leisure travel options to Canadians in hundreds of destinations throughout the Caribbean, Mexico, Central and South America, Europe, the U.S. and Canada. With flights aboard Air Canada Rouge®, Air Canada and Star Alliance® partners, as well as hotels, resorts, cruises, tours, car rentals, excursions and more, Air Canada Vacations creates travel packages that are tailored to customers’ needs, making them feel like their vacations were created just for them.