case study

New non-stop flights between Dubai and Vancouver

Air Canada

The Challenge

In 2022, Air Canada announced the strategic expansion of its international network for Summer 2023, including new services to Europe, the restoration of key international routes and increased flight frequencies. In April 2023, the airline broadened its presence in fast-growing international markets and introduced a brand-new route between Dubai and Vancouver, complementing its daily service between Dubai and Toronto.  

The Approach

A local press release and visual assets were shared with key media in the United Arab Emirates (UAE), including national, regional, consumer and trade media outlets. We proactively pitched to key media to raise awareness and drive home the headline message that Air Canada will offer the only non-stop flights connecting the Middle East to Western Canada. This enhanced brand visibility, leading to an increased share of voice in the UAE.  

The Results

48 print and online articles, including Gulf News, TheNational, Khaleej Times, WAM, Gulf Today, Gulf Business, Al Bayan, Gulf DailyNews and Business Traveller.

16 social media posts, including The National, GulfBusiness, Dubai’s Department of Economy and Tourism.

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