Welcome to Lion's Gate Digital Marketing, your gateway to digital success!

Located in the vibrant city of Vancouver, Canada, our dynamic team of experts brings a
fusion of creativity, strategic thinking, and technical knowledge to elevate your brand in the
digital business. With a collective experience in digital design, sales, CRM, project
management, email marketing, and paid search strategies, we are ready to transform your
online presence into a roaring success. At Lion's Gate, we don't just create campaigns; we
craft digital journeys that resonate with your audience and deliver measurable results.
Objective
Increase sales for Air Canada by 15% compared to the previous December 2023
through a targeted and engaging digital marketing campaign spanning email
marketing, the official website, Instagram, and Facebook, creating exclusive
promotions, complimentary upgrades and discounted fares for Air Canada
customers to affiliate to the Business Class.
We prefer to use the FOMO as an advantage, implementing urgency like limited-time
offers through the campaign.
This optimistic outlook is grounded in our targeted approach, leveraging
personalized content, exclusive email campaigns, and strategically placed paid
search advertisements

Target Audience
Business Travelers
● They are mainly loyal to Air Canada for their Business Travel Offer
● Key Decision makers
● Managers
● Owners
● Professionals
● Executive
● Frequent business travelers: Air Canada offers various services and amenities
specifically designed for business travelers, such as priority check-in, baggage
handling, and premium seating options.

Demographics
● Air Canada Customers
● 51% are male
● 49% female
● 24% are millennials
● 32% Gen x
● 37% baby boomers
Education and Emploiment
● 74% have a Degree and 50k anual income
● Managers
● Owners
● Professionals
● Executive

Habits
● Book through the company or secretary
● Looking for comfort and excellent service
● They are active on social media like Twitter for the news and Facebook

Travel
● At least 2 times per year
 Buyer Persona
Bio
Emma is single, very outgoing,
loves to go out with her friends
and visit new restaurants. She is a
regional manager who travels 2-3
times a month on business.
During these trips, she feels very
alone and ends up working more
than she wants to, instead of
resting and enjoying the
destination during her free time.

Demographic Info
● Age: 35
● Location: Vancouver,
Canada
● Family Status: Single
● Education Level: Master Degree
● Income Level: 90,000 - 120,000 / year

Motivations
● Social Connection.
● The Best Loyalty Program.
● Work Life Balance.
● Convenience and Time Efficiency.
● Maximizing Leisure Time.
● Personal Growth and Exploration.
● Efficient Business Travel.

Frustrations
● She doesn't like to be alone.
● Due to the lack of time, she is unable to plan in advance to make the most of her
business trips.
● Limited Time for Personal Relaxation.
● Concerns About Work-Life Balance.
Customer Journey
Awareness:
● Touchpoints: Corporate
● Travel Agencies
● Industry events
● Conferences
● Business Travel
● Publications
● Interactions: Exposure to Air Canada's Business
● Travel Offerings

Consideration:
● Touchpoints: Dedicated business travel section on the website Corporate Travel
Booking Platforms
● Interactions: Exploring
● Air Canada's Business
● Class Options
● Researching corporate discounts and Loyalty programs

Purchase:
● Touchpoints: Direct
● Communication with Air Canada's corporate sales team
● Business travel-focused emails and newsletters
● Interaction: Customized quotes and proposals for corporate travel packages
● Finalizing contracts and agreements

Engagement:
● Touchpoints: support portal on the website
● Business-focused communication channels
● Priority check-in for business class
● Exclusive lounges for business travelers In-fight amenities catering to business
needs
● Interactions: detailed itineraries and travel policies
● Assistance with visa processing and other pre-travel requirements
● Smooth check-in and boarding processes utilizing in fight productivity services and
amenities
Renewal:
● Touchpoints: Collecting feedback on the business travel experience
● Resolving any post-travel issues promptly
● Exclusive business traveler events or webinars
● Regular updates on corporate travel programs
● Interactions: Staying informed about new routes, services, and features
● Engaging with Air Canada's corporate travel community

Digital Channels
SOCIAL MEDIA AUDIT - INSTAGRAM
Total Followers: 872K; Following: 435K
Average Posts per Week: 3.5
Average Interactions per Post (30 Days): 11.2K Average Interactions per Week: 39K
Engagement Type: Kudos: 40% / Customer Complaints: 60% Hashtags: #FlyTheFlag;
#AirCanada Foundation
Content Availability: EN/FR
Tone: Formal & Informative
Persona: Very proud to be "Canadian", Canadian Persona.
Instagram Summary:
Photos Carousels Videos
43%
14%
43%
Distribution of Posts (30 Days):
Photos: 6; Carousels: 6; Videos: 2
Air Canada's Instagram page harbors 872K followers ranking in as their 2nd most popular
social media platform.
FACEBOOK
Total Followers: 1.4M
Average Posts per Week: 6.25
Avg Questions Answered (30 Days): Questions: 100; Answered: 43% Avg Response Time
(30 Days): 7 Hours
Engagement Type: Kudos: 40% / Customer Complaints: 60%
P
Hashtags: #FlyTheFlag; #AirCanada Foundation
Content Availability: EN/FR
Tone: Formal & Informative
Persona: Very proud to be "Canadian", proud supporter of Toronto Maple Leafs. Canadian
Persona.
Distribu Photos
Facebook Summary:
Air Canada's Facebook page relies primarily on organic content and does not run any ads.
This platform is where they have a majority of their followers. They have separate posts in
English & French. They are not consistent in replying to complaints, which amount to almost
60% of customer interactions.
Facebook Recommendation:
We believe that investing in ads can reel in more potential customers to their website to
make a purchase. They are also measurable and can benefit Air Canada from steering their
marketing campaigns in the right direction. Air Canada can also leverage its 1.4 Million
followers by increasing engagement by cutting their response time in half from 7 hours.

WEBSITE
Organic Search Traffic - 4.9M Paid Search Traffic - 22.2K Display Advertising - 1.3K
Top Page - Home page with 47% of traffic
Average Visit Duration - 08:04 Pages/Visits - 5.15
Bounce Rate - 29.54%
Traffic Source - direct 53%
Traffic Share - desktop 44%, mobile 56%
96.7% of their pages have a respond time of 0-1 second (screamingfrog)
Website Summary:
Organic Keywords air canada - 2,740,000
air canada check in - 301,000
air canada vacations - 246,000 air canada flights - 135,000
air canada flight status - 135,000
Paid Traffic Share: 12.11% traffic to website
https://www.aircanada.com/comes from Paid sources. (Source: similarweb.com). Display
Advertising serves 1.69% of traffic (source: similarweb.com)
Air Canada's website is in a good state organically. The site saw 4.9M organic searches in
the month of March in which 53% is direct traffic meaning that our customers go right to the
site rather through a referral channel or advertisement. The share of display ads is only
1.69%. of the total traffic. Due to the Coronavirus pandemic, there is a fall in the monthly
budget of paid advertisements further increasing the share of organic traffic to the website.
More than 50% of the users are coming to the website through a mobile device.
Digital Content:
We designed a content strategy where we have in mind the target audience, our buyer
persona, Air Canada social media audit to have the best channels. We have different dates
and schedules for the post, depending on the social media channel, in our Content Plan we
can see detailed the descriptions of our posts, and captions.

-For better overview we have attached the document.

Content Plan

Website Content Banner

Propuse: We expect to increase the organic traffic by updated content, highlight
features, new services, and promotions.
-UPDATE NOW- will take the customer to the main Air Canada Business Class Benefits

https://www.aircanada.com/fr/en/aco/home/fly/onboard/cabin-features/north-america-
caribbean-business-class.html#/
Email marketing strategy
Propose: Implement campaign focusing on business class experience and
personalized messaging for high-value customers to book their trips during
December with a preferred rate.Sending tailored emails to corporate clients and
frequent business travelers, with compelling visuals and clear calls-to-action to drive
recipients to the website for booking. The last post focuses on the service, both in
the food and drinks served.
Instagram Strategy
"Discover the magic of Christmas in Canada, Ecuador, Brazil, and Argentina with our
exclusive discounts. 🎁✨ Book now and experience the season in captivating destinations.
Celebrate Christmas with special savings! ✈️#ChristmasPromos #MagicalJourneys"
Facebook Strategy
Immerse yourself in the Christmas magic with our irresistible promotions. Discover
enchanting destinations, gift unique experiences, and celebrate the holidays with special
savings. Your perfect Christmas journey begins with us! ✈️#ChristmasPromotions
#CelebrateWithus
Competition Analysis

American Airlines Business Aeromexico Business


In addition to purchasing an American
Airlines business class ticket outright,
travelers can also get a business class
seat by redeeming AAdvantage miles.
Access American Airlines Admirals
Clubs and American Airlines Flagship
Lounges on the day of travel.
The latter are impressive lounges with
large buffets offering sushi, soups and
salads. Self-serve bars offer a wide
range of cocktails, wines, beers and
champagne while refrigerators stock
bottled water, juices and sodas.
Aeromexico does not differentiate
between types of Clase Premier seats
for intra-Mexico or international flights.
On some intra-Mexico flights, you might
see Clase Premier Light going forward.
Light includes the same benefits; you’re
likely on a plane with no premium class
cabin.
Regardless of your status with
Aeromexico Club Premier loyalty
program, you’ll have Sky Priority
benefits, including priority check-in
lanes, security in some locations,
boarding, and lounge access where
available.

Business class seats If you want something more substantial

to eat, you’ll need to pay for it.
All American Airlines Flagship Business
Aeromexico recently brought back a
class seats can recline 90 degrees into
couple of free snack options, usually
fully-flat seats. Even better, on all
vegetable sticks (no dip or sauce) and
American Airlines Boeing 777 and 787
maybe a tiny baguette.
aircraft, each seat offers direct aisle
access — meaning travelers don't have
to step over anyone to move around the
cabin.

What makes Air Canada Business Class Unique?

The Air Canada business class experience makes the entire time spent at the airport
much more efficient and comfortable. Air Canada business class passengers can
enjoy priority check in and security clearance and access to any Star Alliance
member airline’s business class lounge.

Travelers flying in business class can check up to two 50-pound bags free of charge.
Business class tickets also include priority baggage services that make checking in
—and collecting luggage—much more streamlined. Priority bags are marked with
special tags so they’ll be the first to arrive on the carousel for Air Canada Signature
Class, Business Class, Premium Economy Class, Premium Rouge customers and
eligible Air Canada Elite members

Alcohol and Food is also different; Business class passengers have access to an
impressive wine list from some of the world’s top vineyards—including the likes of
Gerard Bertrand and Drappier Champagne House—on flights serving lunch or
dinner. Passengers can also choose from a variety of domestic beer, hard liquor, or
cocktails.

Paid Search

As we can see at the keyword

research, the main website flow is
through navigational searching.

Our clients are looking for really

good deals in business class and
we can see that our market is the
quite similar to the one is able to
rent a private jet.
 In the oder hand we can see
that our clients are not actively
looking in google for an
upgrade, that’s why we are
sending to their emails the
invitation for the upgrade to
first class or business class.

Here we can see an

example of the Paid
Serach in the
browsers.

Here we can see an example of

the Paid Serach in related
websites with banners.

Conclusion:
In conclusion, Air Canada is expected to have a 15% boost in revenue in December 2023
thanks to our effective and focused digital marketing effort. Our goal is to captivate the
audience through email, the official website, Instagram, and Facebook by using FOMO and
instilling a sense of urgency through limited-time offers, exclusive promos, and free
upgrades.

Personalized content, powerful email campaigns, and well-placed sponsored search ads
form the foundation of our approach. With enticing promos and cheap tickets, this focused
strategy makes sure that Air Canada customers are not only engaged but also encouraged
to associate with the Business Class.