In 2014 I was given the task of launching CanJet Vacations with Konrad Group in the North American market in a way that stood out. Throughout the course of this engagement, I led a multi-functional team of marketers, designers and developers to deliver this large-scale, omnichannel project (web, mobile, digital, print collateral and customer experience) on time and on budget. 

Over the course of 8 weeks, I worked with CanJet Vacations to develop a strategic brand platform that could work across all touch points. The consumer-facing tagline “Find Your Perfect Vacation” was the expression of this value proposition, as CanJet Vacations truly enhanced the booking experience. 

We then designed a comprehensive visual identity including digital and non-digital applications; everything from business cards, to the food on-board, to a 140-page travel magazine. 

The site featured a dynamic booking engine for flights and vacation packages alongside an integration with the leading booking system in the industry. The website’s responsive design leads to an enhanced user experience when compared to the other travel sites in the market. 

Post launch, we produced a fully-integrated advertising campaign across print and digital channels was then launched to generate awareness for the brand and it’s offering. Homepage takeovers for Canada’s largest news sites, billboards on the most trafficked highways and wide-reaching social media contests were all included in the marketing mix to target customers looking to escape Canada’s grey, cold winters. 

The initial results were incredibly promising. CanJet’s initial sales for their first travel season beat all forecasts with sales figures almost doubling week-over-week. Their first plane took off on December 18, 2014 and was completely full; CanJet’s future is looking very sunny indeed.