Integrated campaign brings GE Monogram to Canadian travelers
via enRoute and Air Canada Maple Leaf Lounges
Press: Toronto – March 4, 2014 – GE Monogram is proud to announce their partnership with EnRoute, Air Canada’s inflight travel magazine, for a new integrated content series highlighting notable chefs and food personalities in Canada. This is part of a broad initiative with Spafax – an international leader in content marketing and custom publishing. The upcoming campaign titled ‘GE Monogram Presents The Chef Series,’ will run across several platforms with the goal of providing rich content to consumers in transit.
“GE Monogram is inspired by the love and respect of food and supports causes that bring food to the forefront,” says Philippe Meyersohn, GM Marketing and Training, GE Appliances Canada. “We want to focus on Canada’s growing love of food and show our appreciation for Canadian chefs. Aligning with EnRoute and their various properties allows us to share our love of food with Canadians across the country.”
The integrated campaign will include a print component in the spring and fall issues of enRoute, featuring a series of seven full page editorials known as “The Chef Series,” which will present a distinct interview with a chef or food personality. The campaign’s video element will involve award winning chef interviews shot in a GE Monogram kitchen space. The video series will air on Air Canada’s inflight video systems during the fall, but is also scheduled to air on the Food and Documentary channels. Both the print and video series will live online at enroute.aircanada.com for the duration of the campaign, where users can experience content as it’s published.
To complement the campaign, GE Monogram will hold a contest in August for Air Canada Maple Leaf Lounge guests in Toronto, Montreal and Vancouver airports, whereby GE Monogram displays will be set up, inviting lounge guests to enter for a chance to win two tickets to enRoute’s 2014 “Canada’s Best New Restaurant” event held in Toronto in November 2014, including return flight and accommodations.