With increasing competition from low-cost transatlantic airlines, Air Canada faced a battle to fill planes to Canada and the USA – particularly in the winter months, when passenger numbers were low. Rather than competing with its rivals on their own terms, Air Canada took a radical approach, #coolnotcold, based around audience insight. Realising its audience of liberal, cosmopolitan London ‘travellers’, were in many ways ‘culturally Canadian,’ the brand built a campaign that applied a ‘Canadian traveller’ attitude to its destinations. Consideration grew, sales value was 115% above target, and ticket sales increased by 78% year-on-year. The campaign delivered $3.67 for every Canadian dollar spent.