How do you transform an in-flight magazine into a compelling multi-channel brand in six months? At enRoute, we rebuilt everything from the ground up, including the editorial focus, voice and tone, aesthetic approach and digital presence. As digital lead, I was responsible for setting the strategy and overseeing creative and editorial across our digital channels, including website design, social media and original video.
Rebranding Air Canada enRoute
Stories that travel.
We positioned enRoute as a cultural tastemaker – a media brand that creates moments of wonder for travellers, increases the airline’s cultural currency and becomes part of the journey, on or off the plane.
See it for yourself.
Designing the new website was an exciting challenge: we needed to bring the voice and aesthetic of the brand to life with a site that inspires people to engage with our content and get excited about the possibilities of travel, while also drawing them down the rabbit hole of content.
There were a lot of things to think about:
UX My team and I created a modular, beautiful and image-rich site that draws visitors in to discover a variety of content while allowing us the flexibility to tell stories in new ways.
Aesthetic Photography is the star of the show, inspiring people to explore and get excited about our stories that travel.
Bilingualism As Canada’s flag carrier, Air Canada is proudly bilingual; mirroring our print product, the team created a unique style for the French and English versions of the site.
Conversion The design places Air Canada conversion widgets at moments in the customer journey when readers are most likely to click.
On social, the team connects with a global community of creators, including photographers, illustrators, actors, athletes and more, expanding the reach of the enRoute brand and creating storytelling opportunities across our digital channels.
Original Video From restaurateurs to basketball champions to Marvel superheroes, our short documentaries and video portraits tell compelling and playful stories about travellers of all kinds.
Instagram Live Interviews with fascinating people draw in their fans and our existing audience to explore the intersection of travel and other disciplines.
Tapping Into Conversations What are people talking about right now? The team taps into the zeitgeist, bringing a travel lens to the events and moments that get people talking.
Instagram Stories With a unique style and aesthetic, our IG Stories are a place to extend pieces from print and the website, as well as a venue for tales built specifically for social.