Last updated: 06:00 PM ET, Mon June 06 2016

Test Drive Canada

Airlines & Airports | Monica Poling | June 06, 2016

Test Drive Canada

Okay America, admit it. You’ve spent some time on Craigslist recently, checking out housing prices in Toronto, Vancouver or some of Canada’s other cities.

Once Donald Trump secured his spot as the Republican nominee for President of the United States, Google searches for “How to Move to Canada” skyrocketed. But the threat of moving north isn’t exactly new to this election cycle. In fact, the interest in moving to Canada increases during every election cycle.

But settling permanently in Canada is no easy task.

Who knows if you’ll like it once you get here. There’s a Canadian dollar that’s only worth about 80 cents on the American dollar, the whole metric system to figure out, and unless you plan to permanently and forever revoke your American citizenship, you’ll have to pay taxes in both countries.

Air Canada suggests that maybe you should take Canada out for a test drive first. Go ahead, circle the block, kick the tires, try it on for size before you commit to a move north.           

Using the election cycle to generate awareness of its flights between the United States and Canada, Air Canada is encouraging travelers to come check out Canada’s travel destinations in a new digital advertising campaign, Test Drive Canada.

“Just as with past U.S. election campaigns, every four years we see the phenomenon of Americans musing about moving to Canada,” said Selma Filali Director, global marketing and sales communications at Air Canada.  “This time, we thought we would have a little fun in a tongue-in-cheek, creative way using typically understated Canadian humour.  We’re basically saying to our neighbours to the south, we’d love to have you over and take a look around; come have a great time with all that Canada has to offer.  Of course, we want everyone to get along, so if you buy a return ticket – all the better.”

The digital campaign, targeted to residents of Los Angeles, San Francisco, New York, Boston, and Washington, D.C., provides travel tips and advice for sightseeing in Canada. Information on Air Canada’s flight schedule is also available.

“With increased attention on Canada from our friends south of the border, Air Canada had a unique opportunity to catch their attention and give them a chance to ‘test drive’ the country,” said Ryan Spelliscy, chief creative officer, J. Walter Thompson Canada. “This tongue-in-cheek campaign really showcased the team's nimble approach to keeping the brand relevant and top of mind.”

Air Canada will also be monitoring social media conversations and responding to U.S. residents with personalized messages and targeted videos.

Targeted YouTube videos will launch in each of the targeted U.S. markets, and social aggregator-captured Tweets mentioning ‘moving to Canada’ will be leveraged to extend the campaign. The videos can be viewed on Air Canada’s YouTube Channel. Or join the conversation on Twitter by following the hashtag #TestDriveCanada.

With more than 240 daily non-stop flights from 55 U.S. cities to six Canadian cities: Toronto, Montreal, Vancouver, Calgary, Ottawa and Halifax, Air Canada has the largest presence of any international carrier in the United States.

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