CONNECT AND IMPRESS 2FRA

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2 CONNECT AND IMPRESS 2FRA

3 Exclusive Luxury Time is a rare luxury, especially for the busy and sophisticated traveller. Maple Leaf Lounges offer Air Canada s more affluent passengers an escape from the bustling airport environment. This exclusive, serene space is the first spot on their journey where a passenger can relax and indulge in their surroundings. Our 22 award-winning Air Canada Maple Leaf Lounges cater to every need of the affluent traveller through an unrivaled level of service, luxury, style, quality of entertainment and world-class amenities. It is the ultimate setting for your brand to reach an incredibly affluent traveller. 3YUL More than 4.2 million affluent and influential passengers visit Air Canada Maple Leaf Lounges annually.

4 Meet the Highly Coveted Air Canada Maple Leaf Lounge Customer 68 % AUDIENCE: are between the ages of 25 and 54 WEALTH: 86 % earn a household income over $150,000 a year 78 % 22 % GENDER: of guests are male of guests are female OCCUPATION: 79 % are professionals or hold senior management positions TIME IN LOUNGE: 93 % of lounge visits are over 90 minutes AVERAGE DWELL TIME IN THE LOUNGE: Domestic Lounges Transborder Lounges International Lounges 90 mins 120 mins 160 mins *Source: Air Canada Media Demographics Research. 4

5 YVR INFLUENCE AUDIENCES WORLDWIDE

6 YEG YVR YYC YQR YWG YOW YUL YYT LHR CDG FRA YYZ YHZ EWR LAX LGA Influence Audiences Worldwide Target frequent flyers on a regional, national or global level, with Air Canada Maple Leaf Lounges located at all major airports across Canada and at key international destinations. AVERAGE MONTHLY TRAFFIC BY LOUNGE Vancouver YVR 57,330 Calgary YYC 25,057 Edmonton YEG 10,258 Regina YQR 1,677 Winnipeg YWG Toronto YYZ Ottawa YOW 8, ,169 14,161 Montreal YUL 42,880 Halifax YHZ 10,083 St. John s YYT 2,850 New York LaGuardia LGA Newark EWR 6,763 4,706 Los Angeles LAX 9,993 London LHR 11,137 Paris CDG 3,419 Frankfurt FRA 9,176 6

7 YVR YZ YU O ur Toronto, Montreal and Vancouver locations offer domestic, transborder and international lounges, which combined hosted over 2,776,000 customers in

8 LAX ENDLESS POSSIBILITIES

9 Endless Possibilities Create engaging activations that enhance the lounge experience. YWG Standard area sponsorships Lounge activations Product sampling Brand partnerships Magazine distribution Lounge WIFI Charging stations Video network Our goal was to create awareness of the Institute of Corporate Directors and highlight our value proposition with senior Canadian business executives. The Air Canada Maple Leaf Lounge provided the perfect opportunity to connect and engage with this audience. Rahul K. Bhardwaj, LL.B, ICD.D President & CEO Institute of Corporate Directors 9

10 STANDARD AREA SPONSORSHIP Capture our audience s attention with a visual display of your brand. BMW has hosted many displays including a collection of limited edition premium art prints with an auction component, in support of the Air Canada Foundation. BMW also enhanced the lounge experience with their interactive customer wall. The BMW Brand understands luxury living, and is an active protagonist in that world. As the brand embarks on the largest luxury-segment product offensive in its history, we are looking to expand our strategic partnerships and align with brands that share our vision. We see greater synergy than ever before between the Air Canada Brand and our strategic direction as a company, and look to further our ability to reach new and existing customers through our partnership, providing enhanced value and convenience. Sebastian Beuchel Director, BMW Brand Management 10

11 LOUNGE ACTIVATION Surprise and delight our audiences with a giveaway or service that will leave a lasting impression. American Express offered visitors ipads for complimentary use in the lounge. The co-branded ipads reinforced the partnership to the consumer while keeping them entertained during their lounge visit with carefully selected and preloaded applications created with them in mind. 11

12 LOUNGE ACTIVATION Holt Renfrew Maple Leaf Lounge Activation: For three days Holt Renfrew held an activation in the Air Canada Maple Leaf Lounge where guest had to register to the Holt Icon Privileges program in order to receive a complimentary shoe shine or monogrammed luggage tag. The objective was to promote the program benefits to a targeted audience while increasing membership numbers. RESULT: Registration was 225% over the target! 12

13 SAMPLING Get your product and service in the hands of Air Canada Maple Leaf Lounge customers. Whether it is a private area, gallery or business centre space, this is an opportunity to gain maximum exposure to our audience. 13

14 MAGAZINE DISTRIBUTION Extend your circulation and put your collateral in their hands while they have the time to enjoy it. A variety of brands have taken advantage of this unique distribution opportunity, including Amex, Hermes, Women of Influence, Birks and Institute of Corporate Directors. Digital distribution through Pressreader is also available. 14

15 IN LOUNGE WIFI Air Canada offers a free internet service to customers in the Maple Leaf Lounges. This is an effective way to reach the highly affluent frequent traveller and business decision-maker through an exclusive and growing platform. Ad messages can be geo-targeted by city, province, state or country. 15

16 CHARGING STATIONS Maple Leaf Lounge customers now have access to a secure device-charging station while enjoying the lounge. An advertiser has the option to run their content on the video screen and/or wrap the unit with their logo and messaging. 19 charging stations throughout North America 16

17 VIDEO NETWORK Three high traffic lounges: TORONTO DOMESTIC Located facing the entrance of the dining area, thereby reaching all guests accessing the food & beverage space. TORONTO TRANSBORDER (CANADA - US) Located across from the Business Centre and highly visible to main lounge patrons. VANCOUVER DOMESTIC Located next to the dining area thereby highly visible to guests accessing the food & beverage area and main lounge seating area. The screens are large (avg. screen is 50 ) and placed in high traffic areas. The screens do not offer sound but can feature subtitles. Your video advertising will be shown four times per hour for an entire month. Content consists of ambient, partner video and advertising. 17

18 LHR Criteria for Involvement All activations are carefully reviewed and subject to Air Canada approval. The partnership must mutually support and enhance the Air Canada brand, while being the right fit for this elite audience. The activation must offer an experience, activity or value to our customers. 18

19 Bookmark Content, 2 Bloor Street East, Suite 1020 Toronto, Ontario, M4W 1A8