Air Canada is touting its Canadian credentials as it introduces a fresh look for its staff uniforms and fleet of planes for the first time in a dozen years.
The country’s largest airline unveiled its new livery at events for customers and employees on Thursday at airports in Vancouver, Toronto and Montreal.
Air Canada retained Canadian designer Christopher Bates to create new uniforms for pilots, flight attendants, mechanics, customer service representatives and other workers.
Canadian-born Tyler Brûlé, now based in Britain, designed the new look for the airline’s planes. Aircraft will be gradually repainted over the next four years while uniforms for more than 20,000 staff will be phased in during 2017.
Calin Rovinescu, the Montreal-based carrier’s chief executive officer, and Ben Smith, president of passenger airlines, said in a statement that they are proud to be leading Canada’s flag carrier that represents the country at airports around world.
“Our new livery signals another pivotal transition point in our 80-year history and celebrates a major branding project for a globally recognized Canadian company,” they said. “Together with our new uniforms, improved international cabin standard and enhanced on-board products, the future of Air Canada represents the strength of our nation and the future-looking spirit of our airline through distinct references to Canadian culture, heritage and evolution.”
The carrier noted that B.C. chef David Hawksworth devised a premium menu while Quebec sommelier Véronique Rivest is advising on food and wine pairings.
Air Canada emerged from 18 months of bankruptcy protection in the fall of 2004 – the last time that it unveiled new designs for uniforms and aircraft. Back then, Canadian pop star Celine Dion helped usher in blue as the dominant colour in marketing campaigns.
In October, 2004, she performed in front of Air Canada employees, belting out a three-song set as she wore the “midnight blue” uniform.
This time around, Ms. Dion and blue aren’t part of the makeover. Instead, Air Canada is now emphasizing “elegant charcoal grey and black employee uniforms with red accents and accessories.”
Aviation buffs will be watching for the fine details in the appearance of an array of planes.
For instance, the 2004 paint scheme on planes featured the red maple leaf set in a dotted pattern on the aircraft’s tail. The new version is a black backdrop on the tail, with the red maple leaf encircled, heartening back to the “rondelle” design last deployed in 1992. The top of the fuselage remains mainly white, but with Air Canada in black capital letters instead of the current red. The engines will be painted black.
Back on stable financial footing for the past several years, the airline is hoping to distinguish itself amid fierce international competition on overseas routes.
In keeping with the patriotic marketing theme, the Canadian flag will be painted on planes next to the registration letters, near the tail.
The Globe And Mail
TORONTO, MONTREAL and VANCOUVER, Feb. 9, 2017 /CNW Telbec/ – At three events held simultaneously across Canada in Toronto, Montreal and Vancouver, Air Canada today unveiled for its customers and employees, a bold new livery inspired by Canada for its entire fleet, elegant new uniforms for its employees, and a taste of some of the new onboard menu offerings that its customers can look forward to.
“Air Canada’s new livery signals a pivotal inflection point in our 80-year history,” said Benjamin Smith, President, Passenger Airlines at the event in Toronto, where the airline’s largest hub is located. “On the occasion of Canada’s 150th anniversary year, with our new livery, new uniforms for our employees, the award-winning international cabin standard introduced with the launch of our Boeing 787 aircraft, and enhanced onboard offerings, the future Air Canada represents the strength of our nation and the future-looking spirit of our airline. On behalf of our 30,000 employees world-wide, it is a privilege to fly Canada’s flag, and we are proud to showcase some of the best of this nation’s talent as we continue to expand Air Canada’s horizons to fly to more than 200 destinations on six continents.”
Air Canada’s fleet of 300 mainline and regional aircraft are being repainted in a bold black and white design that highlights its iconic red maple leaf encircled ensign, or “rondelle,” that returns to the tail of the flag carrier’s fleet after an absence of 24 years. Reflecting Canada’s vastness and contrasting seasons, with references to its wildlife and First Nations heritage, the new fleet livery was designed by international design firm Winkcreative, headed by Canadian entrepreneur Tyler Brûlé. Following today’s events, the first three aircraft sporting this new livery will enter service immediately.
With the new livery providing a sleek, contemporary backdrop, Air Canada premiered elegant charcoal grey and black employee uniforms with red accents and accessories by Canadian designer Christopher Bates. The stylish uniforms combining urban chic and international flair complement the charcoal greys, natural tones and red accents featured in the new interior cabin design of Air Canada’s international fleet. The airline’s pilots, flight attendants, airport customer service agents and other uniformed personnel comprising approximately two-thirds of its 30,000 global workforce will start wearing their new uniforms later this year. Photos are available here: www.aircanada.com/uniform.
On hand at the event at Air Canada’s main hub in Toronto were Tyler Brûlé and Christopher Bates to celebrate with customers and employees, together with the airline’s award-winning culinary partner, British Columbia-based chef David Hawksworth, and world renowned Quebec-based sommelier, Véronique Rivest, both actively involved in developing Air Canada’s premium menu choices. Air Canada’s selection of Signature dishes, created by Chef Hawksworth, showcases the finest Canadian ingredients from across the country available since it was launched in October 2015 for Air Canada’s International Business Class customers. Air Canada’s new sommelier, Véronique Rivest, will expertly pair the dishes and develop Air Canada’s wine program with a selection of Canadian, old and new world wine that are changed seasonally to highlight the best wines to be enjoyed at 30,000 feet.
In addition, guests were treated to a sampling of some of the new onboard menu choices that will be available for Air Canada customers starting this April, including Lavazza premium Italian coffee that becomes the airline’s new coffee offering among its complimentary beverage selections for all customers, and Toronto-based Dufflet Pastries’ pumpkin spice loaf which will be featured on flights to Europe in Premium Economy and Economy Class cabins. Guests also sampled a selection of Quebec fine cheeses including Oka, camembert and cheddar, alongside freshly baked bread from Quebec artisanal bakery Première Moisson, paired with a Vineland Estates Winery white wine from Ontario’s Niagara region and Les Athlètes du Vin, a French Pinot Noir, both selected by sommelier Véronique Rivest, which will debut for Air Canada’s International Business Class customers in April.
In 2016, Air Canada significantly increased its global footprint with the launch of 28 new routes including 15 new international and 12 U.S. trans-border routes. With new service to Morocco, the airline joined the elite club of global carriers serving all six continents. In 2016, Air Canada and Air Canada Rouge started new services between Toronto-Seoul, Toronto-London Gatwick, Toronto-Prague, Toronto-Budapest, Toronto-Warsaw, Toronto-Glasgow, Montreal-Casablanca, Montreal-Lyon, Vancouver-Delhi, Vancouver-Brisbane and Vancouver-Dublin.
In 2017, Air Canada and Air Canada Rouge will continue its global strategic expansion and will launch new international services between Toronto-Mumbai, Toronto-Berlin, Toronto- Reykjavik, Montreal-Shanghai, Montreal-Algiers, Montreal-Marseille, Montreal- Reykjavik, Vancouver-Taipei, Vancouver-Nagoya, Vancouver-Frankfurt, and Vancouver-London Gatwick. Air Canada will also receive its first Boeing 737 MAX aircraft at the end of 2017, marking the start of its narrowbody fleet renewal program, to be followed in 2019 with the delivery of its first Bombardier C Series aircraft.
To date, Air Canada has taken delivery of 23 new Boeing 787 Dreamliners with 14 more planned by 2019 – all offering the new international cabin standard. In addition, the airline completed the reconfiguration of its entire Boeing 777 fleet of 25 aircraft with the state-of-the-art Dreamliner cabin configuration and inflight entertainment systems.
Air Canada continues to receive top honours, including being named the fastest growing brand among Canada’s largest companies and being recognized by Skytrax as the only Four Star international network carrier in North America. Air Canada, was also named in 2016 among Canada’s Top 100 Employers for a fourth year in a row.
CNW