If I Were Air Canada

Prior to starting my business Jennifer Grant International, I worked for Jazz Aviation as an Area Manager for Interior British Columbia for 27 years.  My job was very challenging, fast-paced, exciting and rewarding, and my employees were the reason I stayed for so many years.

For anyone who may be unaware, Jazz Aviation is a separately owned company to Air Canada however it is an integral part of Air Canada’s strategy and North American market presence. Jazz Aviation provides service to and from many smaller communities in Canada and the United States under the brand name Air Canada Express. Jazz is not a typical airline in that it holds a commercial agreement with Air Canada that is the core of their business. Under a Capacity Purchase Agreement (CPA), Air Canada purchases substantially all of Jazz’s seat capacity based on predetermined rates. In reality, Jazz is a contract carrier for Air Canada and operates flights on their behalf. The CPA provides commercial flexibility and connecting network traffic to Air Canada, while significantly reducing Jazz’s financial and business risks. Jazz and Air Canada view their agreement to be mutually beneficial.

I was very proud to work for Jazz Aviation and I felt for all those years I was also part of the Air Canada family. Although I am no longer working in the airline industry, one of my primary services at Jennifer Grant International is working with Airlines, Airports and Ground handling companies. We have been very successful working with Ground handling companies improving their presence and brand in the aviation marketplace. If I were Air Canada, I would definitely want to work with Jennifer Grant International. Who better to align with than someone who has been in the trenches and on the front line for Jazz Aviation and Air Canada for nearly 30 years.

In February 2017, Air Canada 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 worldwide, 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." If I were Air Canada, I would feature some testimonials from their executives and employees sharing why 'they' are so proud to part of Air Canada's exciting new future. 

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 Winkreative, headed by Canadian entrepreneur Tyler Brûlé. If I were Air Canada, I would write several feature articles on how all of these cultural and historic elements came together to inspire the new design.

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. If I were Air Canada, I would create several short videos, of long service employees telling how many different uniform styles they have worn for Air Canada and why they are particularly proud to be wearing the new uniform. 

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 narrow body 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. If I were Air Canada I would let the world know what a progressive stance we are taking with the development of new routes, improved cabin service, advanced technology, fleet renewal aircraft, and all the other advances we are making in the aviation industry. 

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. Air Canada, despite being one of the 100 best companies to work for, and for which many employees are happy to devote their working lives to, is often criticized on the street, often without merit or a deeper understanding of how things work at an airline. If I were Air Canada, I would take advantage of the distinction to be named as one of Canada’s Top 100 Employers. A short interview clip with Air Canada employees sharing why they have stayed with Air Canada (some for several decades) and what it is about working for Air Canada that continues to keep them working there.

Air Canada is Canada's largest domestic and international airline serving more than 200 airports on six continents. Canada's flag carrier is among the 20 largest airlines in the world and in 2016 served more than 45 million customers. Air Canada provides scheduled passenger service directly to 64 airports in Canada, 57 in the United States and 92 in Europe, the Middle East, Africa, Asia, Australia, the Caribbean, Mexico, Central America and South America. Air Canada is a founding member of Star Alliance, the world's most comprehensive air transportation network serving 1,330 airports in 192 countries. If I were Air Canada, I would tell our success story over and over. I would use key social media platforms to increase the public’s education and awareness about why Air Canada is such an incredible company to work for and travel with.

Lastly, if I were Air Canada, I would give Jennifer Grant International the opportunity to share their insights, ideas and strategies on all the ways that Air Canada might further enhance the roll out of their new livery, uniform and onboard service. Jennifer Grant International would be honoured to be part of this exciting next chapter for Air Canada.

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