Montreal-based Air Transat adopts a new growth strategy focused on its airline operations and emphasizing openness as a core value. As such, the airline is introducing a new brand positioning and signature that more fully embody its purpose: Travel Moves Us.

This evolution marks a turning point in the history of Air Transat and builds on more than 35 years of experience. It draws its key elements from the same DNA that has enabled it to position itself as a globally recognized brand with openness, friendliness, and expertise.

Air Transat flies to some 60 destinations in Europe, the Caribbean, the United States and Canada, and offers more than 265 additional destinations through partnerships with other carriers.

Why travel?

This new chapter drives a multiplatform marketing campaign that explores a simple, yet complex question: Why travel?

Developed in collaboration with creative agency Sid Lee, this ode to travel follows three protagonists, each of whom is on a transformative journey through new places, new experiences and new outlooks.

Directing duties for the film were entrusted to Caraz (a two-time Gold Young Director Awards winner), while Air Transat commissioned Montreal group NOBRO for the bilingual soundtrack, featuring the song “Better Each Day”. This vibrant, energetic anthem symbolizes the thoroughly modern course Air Transat has embarked on.

The Travel Moves Us campaign is being rolled out in two stages: the first will include TV, outdoor and digital activations in the Quebec and Ontario markets, while the second will be deployed later in international markets.

To learn more about the campaign, visit airtransat.com/travelmovesus.