Céline and Air Canada

[Ronny83]

Air Canada's Milton mum on cost of Dion contract

CTV.ca News Staff

 

Robert Milton, the president and CEO of Air Canada, is still keeping tight-lipped about how much his airline spent on its latest marketing campaign that features music superstar Celine Dion.

 

Many union leaders within the airline have expressed irritation with the decision to hire such a high-profile star to promote the struggling airline, especially considering that Air Canada laid off thousands of workers during its recent restructuring, and unionized workers gave up more than $1 billion a year in salaries and benefits.

 

Though industry experts say the campaign is likely costing several million dollars, Milton is justifying the new branding as money well spent .

 

"We are reinvesting in our product, our image, our brand," he told Canada AM Monday. "There is no successful company on the planet that doesn't do those things."

 

Asked again by host Beverly Thompson if he could offer an exact figure for the cost of the campaign, Milton simply replied: "I could."

 

"Will you?," asked Thompson.

 

"I won't," Milton replied.

 

"Even a ballpark?"

 

"It's fantastic value," Milton laughed in reply.

 

Milton also revealed that what sent his airline into bankruptcy protection wasn't Sept. 11; it was the SARS crisis.

"Really, the back-breaking issue for Air Canada was SARS. There's only one international airline in the world that was both affected by airspace closure after 9/11 and SARS at its home base, Toronto. And that was Air Canada.

 

"We withstood one and actually got back to profitability in 2002. But when SARS occurred and people were asked not to come visit from Toronto, people didn't want to go to Canada. It was just such a falloff in revenue, we couldn't manage that."

 

Milton says it also didn't help that his airline received little support from the federal government after 9/11.

 

"Our competitors in the U.S. received $30 billion of support. That caused an unlevel playing field," Milton says.

 

Milton says he's just finished writing a book called Straight From the Top: The Truth about Air Canada about the mess that led to Air Canada seeking court protection from its creditors and its subsequent restructuring.

 

"Essentially, I've written this largely for the employees, to give them perspective on what's gone on over the last few years," Milton says.

 

He says he hopes employees will read the book and hear his perspective on the restructuring. He says while he believes that Air Canada's unions are represented by "wonderful leaders," their hard bargaining tactics during negotiations often did more harm than good.

 

"If you look at this globally, the pressure that's been brought to bear on what are termed 'the legacy airlines,' the famous, old airlines of the world, has been intense. There's been too much pressure to push wages up too far, too fast. And we've now had a major correction -- not just at Air Canada but around the world.

 

"We've got some wonderful union leaders and some that I wish would approach things differently. But that's life, and we deal with it."

Source: http://www.ctv.ca/servlet/ArticleNews/stor..._27/?hub=Canada

[Bellamy]

this video seems not about Celine. I won't get it.

[Ronny83]

This fall, Air Canada signed pop diva Céline Dion as the centrepiece of its $46 million advertising campaign designed to reintroduce the airline to the Canadian public after emerging from bankruptcy protection. Air Canada has discovered what advertisers have long known - the cachet of a celebrity to reinvigorate a brand. But advertisers who wish to use celebrity images in their campaigns must be extremely careful not to infringe the celebrity’s legal rights, which include copyright, trade-mark and misappropriation of personality protections.

Source: http://www.mondaq.com/i_article.asp_Q_articleid_E_29767

[Obst]

I love it,where can I get it?

[Ronny83]

La campagne publicitaire d'Air Canada avec Céline Dion porte fruit

 

Presse canadienne

 

La campagne publicitaire d'Air Canada qui met en vedette la chanteuse Céline Dion semble porter fruit.

En octobre seulement, le taux d'occupation des vols d'Air Canada a été de 77%, en progression de sept pour cent comparativement à la même période l'an dernier.

 

Le contrat qui lie Céline Dion au transporteur aérien est d'une durée de trois ans, avec possibilité d'un prolongement.

 

En janvier, le 2e volet de la campagne publicitaire sera lancé, et il sera plus international. La publicité sera notamment vue au Royaume-Uni. Plus tard, au printemps, Air Canada veut s'attaquer au marché américain, avec toujours la chanteuse québécoise comme 'voix officielle'.

Source: http://www2.canoe.com/economie/nouvelles/a...203-092839.html

 

So, her Air Canada contract will last three years (with the possibility of an extention). In January, the spot will be broadcasted in UK, and in spring Air Canada will be on the US TV screens with Céline as "official voice".

 

[Bellamy]

So, her Air Canada contract will last three years (with the possibility of an extention). In January, the spot will be broadcasted in UK, and in spring Air Canada will be on the US TV screens with Céline as "official voice".

 

<{POST_SNAPBACK}>

thanks for the info.

 

so YAI will be on UK and US screens soon and often.

[Ronny83]

June 22: Cash-strapped Air Canada engages Céline Dion, for millions of dollars, for its new ad campaign. To the Titanic theme, Dion sings: "We have lost your luggage/It's missing/We're sorrrrryyyy..."

Now we have the date she signed the contract.

[Celine5]

i dont know if i will be geting it

[JP]

I don't know if there will have some new commercial one day with another song..

[Ronny83]

DION BOOSTS AIRLINES FORTUNES

 

CELINE DION has been credited with boosting the fortunes of once-ailing airline AIR CANADA.

 

The French-Canadian superstar, 37, appeared in a marketing campaign for the company, and has now been named as the reason behind the carrier's number one ranking in North America by the SKYTRAX WORLD AIRLINE AWARDS 2005.

 

As well as appearing in commercials for Air Canada, Dion also loaned her song YOU AND I to the campaign for the previously bankrupt airline.

14/07/2005 09:09

Source: http://www.contactmusic.com/new/xmlfeed.ns...ines%20fortunes

[Bellamy]

wonder how much profit Air Canada earn this year.

[one_heart_1_hart]

Hey everyone,

 

 

on www.msn.be was a little story about Celine Dion.

 

It said:

Céline Dion brengt Air Canada geluk

 

 

 

(Belga) Zangeres Céline Dion heeft luchtvaartmaatschappij Air Canada geluk gebracht. De Frans-Canadese superster werkte mee aan een grootscheepse marketingcampagne voor het noodlijdende bedrijf en zou de reden zijn waarom de luchtvaartmaatschappij nu in Noord-Amerika op nummer één staat op de lijst voor de Skytrax World Airline Awards 2005.

 

Dion was te zien in enkele reclamefilmpjes en stelde haar nummer "You and I" ter beschikking van de campagnemakers. (

 

 

 

translation. Celine dion brings luck for air Canada

 

Singer Celine Dion has brought luck for air canada. The french-canadian singer has worked on a big marketingcampaign for the company who was in need and she would be the reason why now the company is in norht america back on number 1 from the list skytrax world airline awards 2005.

 

Dion was shown in some marketing clips for tv and you and I was given to promote the company.

 

 

something like that

 

Isn't she great our Celine?

[Shonah]

She is amazing with just an appearance or a song or a clip of her brings the rates up and they benefit and most of the fans overseas benefit too because they then get to see more of Celine.

[Mozinha]

They made the right decision, definately!

[CelineTheBest5]

It was great!!! It shows that Celine is very respected!

[Koolan]

Celine Dion Boosts Air Canada's Fortunes

 

 

Celine Dion has been credited with boosting the fortunes of once-ailing airline Air Canada.

 

The French-Canadian superstar, 37, appeared in a marketing campaign for the company, and has now been named as the reason behind the carrier's number one ranking in North America by the Skytrax World Airline Awards 2005.

 

As well as appearing in commercials for Air Canada, Dion also loaned her song "You and I" to the campaign for the previously bankrupt airline.

source

 

more successful than the Chrysler marketing campaign.