Air Canada launched new, direct service from Toronto and Vancouver to Brisbane, Australia. We coincided our launch on Australia Day - January 26th -  and deployed a team of Ambassadors, dawned in wetsuits and surfboards in the downtown core of both cities. Our goal went beyond garnering interest and awareness. We added in a contest component on Twitter. All you had to do was tweet your love for Australia Day or take a selfie with these ambassadors to become eligible to win a trip to Brisbane. We pushed out posts on Twitter with live updates on where you could find the ambassadors. The response was overwhelming. #BoardingBrisbane was trending on Australia day in Canada. 

Air Canada wanted to remind consumers what really matters during the holidays. So, they decided to find a home away from home for Canadians, and give them the holiday gift that matters most. Being with family and friends. 

The goal was simple: to bring cheer to the more than 20,000 children spending the holidays in pediatric hospitals across the country. This was an opportunity for Air Canada to do something truly good without expecting anything in return.