Playful Efforts to Change Ocean Names
In a move aimed at boosting brand affinity among Canadian travellers and diaspora communities, Air Transat has proposed a marketing campaign that rebrands the Atlantic Ocean as the "Canadien Ocean." However, it is important to clarify that this is not an official renaming and has no legal or geographic implications.
The idea of an airline renaming an ocean is purely rhetorical or promotional, as there is no international legal mechanism by which this can occur. Official geographic names are set by national naming authorities and international organizations such as the International Hydrographic Organization and national cartographic agencies.
The proposed campaign is a strategic move to strengthen Air Transat's position as a national carrier and to position itself as a cultural and emotional ambassador for Canada. By framing transatlantic journeys as crossing a uniquely Canadian sea, the airline aims to create a more immersive and memorable travel experience for its customers.
The campaign is also expected to generate publicity and earned media, increasing brand visibility without the same cost as broad advertising buys. The stunt can boost interest in Canada as a destination, especially if tied to product offers and destination marketing organizations embrace or co-sponsor it.
However, the campaign carries risks and potential backlash. Renaming a shared geographic feature can be seen as presumptuous by other countries or coastal communities, producing negative press or ridicule if not framed carefully. The publicity spike may also fade and not translate into sustained commercial benefit if not supported by substantive service.
In the coming weeks, it will be interesting to see official statements from Air Transat or Canadian government agencies clarifying the intent and scope of the campaign. Media coverage analysing public reaction and tourism metrics after the campaign launch will also provide insights into its commercial impact.
It is worth noting that the campaign falls under the categories of Marketing and Advertising, Aerospace and Aviation, and Travel and Tourism. It also employs Experiential Branding techniques, with the aim of creating a more integrated and memorable travel experience for customers.
For those interested, further analysis can be conducted on the specific creative aspects of the campaign, measuring likely marketing KPIs and ROI scenarios based on the campaign scale. Authoritative sources such as Air Transat press releases, Transport Canada, and the International Hydrographic Organization can also be consulted to confirm whether Air Transat has made a formal announcement and provide exact quotes and citations.
- Air Transat's proposed marketing campaign, aimed at boosting brand affinity, not only rebrands the transatlantic journeys as crossing a uniquely Canadian sea but also positions the Atlantic Ocean as the "Canadien Ocean."
- The strategic move by Air Transat, which employs experiential branding techniques, aims to create a more immersive and memorable travel experience for its customers, potentially generating increased interest in Canada as a destination.
