Case Study

Promoting a new flight route to Mumbai through positive impact storytelling — building a basketball court for the local community.

Air Canada is more than an airline. It’s Canada’s ambassador to the world. As Canada's global ambassador, its mission is to celebrate and promote the country's values of inclusivity, compassion, kindness and equality which have been powerfully reflected in the brand’s “Fly The Flag” creative platform.

With a number of new direct routes opening between Canada and India, Air Canada wanted to generate awareness while also promoting its core brand values, driving further positive sentiment to what it means to #FlyTheFlag.

To be successful, we knew we needed to walk the walk. So, we put the local Mumbai community at the heart of our storytelling and focused on giving back as a way to spark a global conversation about Air Canada. Working with Mumbai’s artists, we restored a rundown basketball court by commissioning local workers and creating a long-lasting artistic legacy. We hosted a community basketball game featuring notable figures from Indian and Canadian culture and sports as well as local children to open the court. We then documented these moments on social and digital media in real-time and curated for future distribution across all marketing channels including Air Canada’s inflight entertainment.