MEDIA KIT 2021 PREPARE FOR TAKEOFF CONTENTS WELCOME ABOARD Thank you for considering Air Canada Media. We welcome you to explore our media kit and learn how our unique and diverse offering can help you reach your marketing objectives. ABOUT AIR CANADA 3 ABOUT AIR CANADA MEDIA 5 OUR AUDIENCE 6 OUR MEDIA CHANNELS 8 IN-FLIGHT ENTERTAINMENT 9 ENROUTE 19 DIGITAL 25 MAPLE LEAF LOUNGE 30 CONTACT US 33 2 2 ABOUT AIR CANADA CANADA’S LARGEST DOMESTIC AND INTERNATIONAL AIRLINE Air Canada is Canada’s largest domestic and international airline, providing the most scheduled passenger services in the Canadian market, the Canada-U.S. trans-border market and in the international market to and from Canada. Canada’s flag carrier is among the 20 largest airlines in the world. Air Canada is a founding member of Star Alliance, the world’s most comprehensive air transportation network. Air Canada is the only international network carrier in North America to receive a Four-Star ranking according to independent U.K. research firm Skytrax, which also named Air Canada the 2019 Best Airline in North America. 3 3 ABOUT AIR CANADA MEDIA WHY AIR CANADA MEDIA? We bring the same level of engineering, innovation and precision to our media offering as you would expect from a world-class airline. PREMIUM DEMOGRAPHIC Air Canada’s business travellers are key decision-makers, managers, owners, professionals and executives. This upscale group of frequent flyers have disposable incomes far above the national average. MASSIVE REACH Millions of passengers fly with Air Canada every month. 1 out of 4 Canadians travel with Air Canada at least once per year. CAPTIVE AUDIENCE Air Canada’s unique media environment provides brands with access to a truly captive and engaged audience. MULTI-CHANNEL TOUCH-POINTS Upon booking their trip, at the airport, on board and when planning future trips – you can influence this exclusive demographic through our robust media selection. POWERFUL TARGETING Our first-party data enables your brand to reach its target audience at the right place, at the right time during the travel journey. 4 4 OUR AUDIENCE MEET OUR JET SETTERS 77% have taken a vacation outside Canada in the past 12 months (171) 48% 52% GEN-Z 1996 - 2019 10% GEN-Y 36% are either managers, 75% of have a university 1980 - 1995 27% business owners or degree or higher (113) professionals (125) GEN-X 1966 - 1979 23% BOOMERS 1945 - 1965 34% 52% have taken at least two 25% have taken at least vacation trips within Canada one business trip in the past in the past 12 months (180) 12 months (270) SOURCE: Vividata Winter 2021 Survey of the Canadian Consumer 5 5 OUR AUDIENCE THEY’RE FINANCIALLY ACTIVE $212K National Avg. $173K Avg. total investments & savings personally hold. 34% Index (115) Used financial planning/wealth management services in past years. 47% Index (116) “I have taken steps to ensure sufficient income for retirement.” SOURCE: Vividata Winter 2021 Survey of the Canadian Consumer 6 6 OUR AUDIENCE THEY’VE GOT SPENDING POWER In total, Air Canada customers have spent - $1.3B $233.3M $289.9M $2.6B on perfume and on skincare in the on cosmetics in the on jewellery in the cologne in the past 12 past 30 days past 30 days past 12 months months. $204B $22B $9B $6B on their most recent on vacations outside on vacations within on home electronics car purchase. of Canada in the Canada in the past 12 and entertainment past 12 months. months. products in the past 2 years. $10B $4B $2.2B $3.4B on their credit cards on furniture in the in online purchases in on women’s apparel in every month. past 12 months. the past 30 days. the past 12 months. SOURCE: Vividata Winter 2021 Survey of the Canadian Consumer 7 7 OUR MEDIA CHANNELS L A T I IG D MULTI-CHANNEL TOUCH-POINTS S P T I N H I R S P R E N T R 8 A 8 P T H D N G I A L R L F B - A I IN T N E I R E P X E S P I H S R O S N PO S IN-FLIGHT ENTERTAINMENT ENTERTAIN, ENGAGE, & INSPIRE 9 IN-FLIGHT ENTERTAINMENT GET INTO OUR PREMIUM CONTENT Air Canada’s in-flight entertainment is amongst the best in the world, curated by Spafax to appeal to a wide variety of tastes and interests from crowd favourites to indie gems. Offering the latest Hollywood blockbusters, movies and TV, audio playlists and podcasts, games, and a huge selection of international films, there’s always something to keep the audience engaged. Connect with our audience across the state-of-the-art AVOD systems with multi-media content. Access pre-roll advertising, banner display ads or create your own branded channel, and fully accompany the passenger as they navigate the viewing platforms. OVER 90% 1,000 WATCH THE IN-FLIGHT HOURS OF CONTENT. ENTERTAINMENT SYSTEM ON MORE THAN ANY OTHER FLIGHTS OF 3 HOURS OR MORE AIRLINE IN THE AMERICAS 10 10 IN-FLIGHT ENTERTAINMENT PRE-ROLL COMMERCIALS Air Canada customers enjoy complimentary access to hundreds of movies (with complete collections of top movie franchises), and a wide selection of short films and TV programs through the in-flight entertainment system - the most hours of in-flight entertainment content in the Americas. Our pre-roll ad placements offer brands the opportunity to position their commercials directly prior to hundreds of hours of captive content. Advertisers can choose the frequency and length of their pre-roll commercial to suit their budget. With millions of monthly impressions, this captive placement delivers mass reach and high impact for your brand. CYCLE Bi-monthly AD UNIT :15s and :30s ads RATE (NET) Available Upon Request CLOSING DATES MONTH AD CLOSING MATERIAL DUE JAN/FEB Nov 2, 2020 Nov 9, 2020 MAR/APR Dec 22, 2020 Jan 6, 2021 MAY/JUN Mar 2, 2021 Mar 9, 2021 JUL/AUG May 3, 2021 May 10, 2021 SEP/OCT Jul 2, 2021 Jul 9, 2021 NOV/DEC Aug 31, 2021 Sep 8, 2021 *Subject to change 11 11 IN-FLIGHT ENTERTAINMENT ROADBLOCK SPONSORSHIP CLOSING DATES Introduce your brand to every single customer prior to take off on all CYCLE Bi-monthly MONTH AD CLOSING MATERIAL DUE seat back screen equipped flights. Roadblock sponsors receive one of two AD UNIT :30s Video JAN/FEB Nov 2, 2020 Nov 9, 2020 :30s commercial spots that play immediately following the RATE (NET) Available Upon Request MAR/APR Dec 22, 2020 Jan 6, 2021 Air Canada safety video. The commercials are broadcast throughout the MAY/JUN Mar 2, 2021 Mar 9, 2021 JUL/AUG May 3, 2021 May 10, 2021 entire cabin via the personal address system and all seat-back screens, SEP/OCT Jul 2, 2021 Jul 9, 2021 which means customers do not require the use of headphones in order NOV/DEC Aug 31, 2021 Sep 8, 2021 to hear the ad. *Subject to change 12 12 IN-FLIGHT ENTERTAINMENT CHANNEL SPONSORSHIP BRANDED CHANNEL Make your long-form video content available on the in-flight entertainment system through your very own branded channel. As part of a branded channel, advertisers receive a channel dedicated to their video content, an exclusive 30s pre-roll advertisement which plays immediately prior to their content, and a logo channel button (on select systems). Content restrictions apply. CYCLE Bi-monthly A channel sponsorship allows advertisers to target their pre-roll commercials to specific TV AD UNIT Dedicated Channel + 30s Pre-roll and movie categories on select in-flight entertainment systems. Channel sponsors receive a RATE (NET) Available Upon Request :30s pre-roll ad positioned prior to TV and movie content based on the desired category; CLOSING DATES MONTH AD CLOSING MATERIAL DUE CLOSING DATES CYCLE Bi-monthly JAN/FEB Oct 13, 2020 Oct 27, 2020 MONTH AD CLOSING MATERIAL DUE AD UNIT :30s Pre-roll MAR/APR Dec 11, 2020 Dec 28, 2021 JAN/FEB Nov 2, 2020 Nov 9, 2020 New Releases, Comedy, MAY/JUN Feb 11, 2021 Feb 26, 2021 MAR/APR Dec 22, 2020 Jan 6, 2021 CATEGORIES Action, Drama, Food, JUL/AUG Apr 12, 2021 Apr 27, 2021 MAY/JUN Mar 2, 2021 Mar 9, 2021 Documentary, Sports SEP/OCT June 11, 2021 June 28, 2021 RATE (NET) Available Upon Request JUL/AUG May 3, 2021 May 10, 2021 NOV/DEC Aug 11, 2021 Aug 27, 2021 SEP/OCT Jul 2, 2021 Jul 9, 2021 *Subject to change NOV/DEC Aug 31, 2021 Sep 8, 2021 *Subject to change *Air Canada approval required prior to ad closing. 13 13 IN-FLIGHT ENTERTAINMENT WELCOME SCREENS As Air Canada passengers board the plane, the in-flight entertainment system displays various full-screen images relevant to the flight’s destination, know as ‘welcome screens.’ These welcome screens get passengers excited and inspired to explore their destination. During this stage of the passenger journey, destination marketing organizations have the unique opportunity to impact travelers’ itineraries by promoting points of interest specific to the destination. It’s a perfect way to encourage Air Canada passengers to explore and discover tourism attractions, museums, festivals, landmarks, and more! CLOSING DATES MONTH AD CLOSING MATERIAL DUE JAN/FEB Nov 2, 2020 Nov 9, 2020 MAR/APR Dec 22, 2020 Jan 6, 2021 MAY/JUN Mar 2, 2021 Mar 9, 2021 CYCLE Bi-monthly JUL/AUG May 3, 2021 May 10, 2021 AD UNIT Custom Banner SEP/OCT Jul 2, 2021 Jul 9, 2021 RATE (NET) Available Upon Request NOV/DEC Aug 31, 2021 Sep 8, 2021 *Subject to change 14 14 IN-FLIGHT ENTERTAINMENT SCREENSAVERS After 10 minutes of inactivity by the passenger, the in-flight entertainment system automatically launches a screensaver comprised of revolving full-screen images.