At just 2%, Air Canada’s unaided awareness was painfully low. So to introduce Air Canada to an unfamiliar audiences we launched a pop-up restaurant that only serves Canada’s iconic comfort food: poutine.
Visitors of the Poutinerie were treated to gourmet interpretations from nine of Air Canada’s far-flung flights, like Hong Kong’s Double Duck Tots and Brisbane’s BBQ Down Under. The popup also included museum-like, destination-designed dioramas, (for the Gram, of course). Visitors could even board a plane in virtual reality! Lines wrapped around the block, and Air Canada served more than 17,000 dishes in just 7 days. Raising over $120,000 for beloved local charities in the process.
The Poutinerie wasn’t just delicious — it worked. Over ten million impressions were generated though UGC and media coverage. Unaided awareness rose 350% following the poutine popup. And previous flyers were 4x more likely to consider Air Canada after visiting The Poutinerie. Demonstrating once and for all the unequaled power of fries and gravy.
From the luxuriously stained 20-foot bar to museum- like dioramas, where guests could step into Air Canada’s favorite destinations all over the world, every wall and every surface reflected the brand’s unique combination of premium service and Canadian warmth. Over the course of just one week of construction, the ISL team transformed a vacant, run-down bar in downtown DC into a luxurious lounge that was camera ready and Instagram gold.
The Poutinerie wasn’t just delicious — it worked. Over ten million impressions were generated though UGC and media coverage. Local media was especially hungry for the story. The Poutinerie flooded the airwaves as coverage and on-locations segments appeared on local CBS, NBC, and FOX affiliates.
Outside the walls of The Poutinerie, our integrated campaign celebrated 11 of the airline’s routes to destinations in Asia, Australia and Canada by asking Denver to #FlyTheCanadian Way. With over 50 pieces of campaign creative, we used a playful rhyming scheme to highlight the connection between local Denver sites and must-see destinations abroad. “From LODO Strolls to The Temples of Seoul,” for instance, helped to illustrate the Canadian route between Denver and South Korea.
The integrated campaign — which included The Poutinerie, over 52 pieces of out-of-home, banner advertisements, social content, an online sweepstakes, pre-roll and radio creative – impacted audiences in real ways. Previous fliers reported that they were 4 times more likely to consider Air Canada for flights to Asia and Australia following the campaign. The OOH out performed benchmarks by more than 20%. And literally 100% of business travelers reported enjoying their experience at The Poutinerie. And if you ask us, it’s hard to beat 100%.