Case Study: Air Transat

Air Transat is an airline based in Saint-Laurent, Montreal, Quebec, operating scheduled and charter flights serving 60 destinations in 25 countries. One of Canada’s largest airlines, following Air Canada and WestJet, the company books over 3.5 million passengers a year with over 2,100 employees.

And although it has been flying in Canada since 1987, Air Transat was battling low brand awareness as well as market perception of its service quality.

In partnership with Air Transat’s agency, Cossette, The Globe developed an HTML 5 game called “Fly Direct”, delivered via a full-screen rich media interstitial on The Globe and Mail’s iPad News app. ‘Fly Direct’ allowed players to use the iPad’s gyroscoping feature to “fly” an Air Transat plane through a maze of clouds as part of a contest entry. Users were encouraged to repeatedly play the game to increase their chances of winning a vacation package.

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