Air Transat has launched a new promotional campaign under the tagline ‘Come Back Changed.’ The company says the campaign aims to demonstrate the importance of travel and its ability to transform not only our way of being by expanding our horizons, but also our state of mind.

The new advertising pitch supports the airline's new brand positioning and its tagline: ‘Travel Moves Us.’

Developed in collaboration with creative agency Sid Lee, the campaign features a short video featuring Maggie, a traveller just back from a trip down South. Before her vacation, she was at the end of her rope and needed a reset. The video depicts how her vacation with Air Transat worked and changed her for the better.

“Come Back Changed is the latest expression of our new brand role, which is to foster openness,” says Joseph Adamo, Transat Chief Sales and Marketing Officer. “It's a concrete example of how travel can open us to the world and be transformative, regardless of the reason for the trip.”

Rolled out in Quebec and Ontario, the campaign includes a 30-second and 15-second video as well as a 30-second audio ad in English and French. The video is available online on YouTube as well as on various digital platforms while the radio ad, featuring a similar story, can be heard primarily in Montreal, Quebec City and the Greater Toronto Area. The multiplatform campaign can also be seen online in consumer and trade media.

For the launch of its new Come Back Changed promotion, Air Transat iis offering special pricing on flights and packages. Roundtrip flights to the South start at $399, one-way flights to Florida start at $150 and South packages start at $889.