Canada Jetlines unveils “playfully provocative brand identity”

21 Jun 2019 by Mark Caswell
Canada Jetlines

Start-up carrier Canada Jetlines has unveiled what it says is a “cheeky, rebellious identity system”, ahead of the planned launch of flights later this year.

The ultra low-cost carrier is aiming to start services from Vancouver International airport in December this year, using two Airbus A320 aircraft.

The airline was recently awarded slots at the airport, which will allow it to operate up to ten flights per day from December 17. Specific routes have yet to be announced, although the carrier says it plans to serve destinations “across Canada and provide non-stop service from Canada to the United States, Mexico and the Caribbean”.

The new “playfully provocative brand identity” incorporates a face with a “knowing smirk”, created using an image of an upside down plane.

This is carried across onto touchpoints including the aircraft livery and uniforms, as well as “signature luggage and humorous airsickness bags”.

Canada Jetlines sick bags

The branding is accompanied by the strapline “Flying sucks less when you pay less”, which Jetlines says is the “unapologetic and honest truth”.

“Canadians pay among the highest airfares in the world,” said the carrier. “The recently announced intent to acquire Air Transat by Air Canada, as well as the sale of Westjet to Onex will only reduce competition and increase prices further. Consumers are rightfully frustrated and fed up.”

“Jetlines is firmly principled to offer the lowest airfares in Canada. Because Canadians should have the right to affordable travel. Because everyone deserves an airline that flies for them. Because any other way is a complete rip-off. Of course, flying will still suck. There’s not much anyone can do about manspreading seatmates or tiny toilet stalls. But it will suck less when you pay less.”

It’s important to note that, as the carrier states, “Jetlines ability to sell tickets and launch airline service remains subject to the completion of the airline licensing process, the receipt of applicable regulatory approvals and the completion of financing”.

Business Traveller will bring you further developments as they are available.

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