We built upgrade desks (one in Frankfurt Airport one in Lyon Airport) which we manned with a camera crew. We filmed travellers as our stand crew presented holiday makers with a challenge: “Are you spontaneous enough to agree “on the spot to” upgrade your holiday to Canada today”?

To give our upgrade desks credibility, we made them look as much like regular check-in desks as possible, with luggage weight scales and uniformed reps. We skinned the surrounding walls with larger than life images of Canada, and installed TV screens with film footage of key traveller experiences, to showcase Canada and make our area stand out in the busy airport environment. There were interactive tablets at the desks, where travellers could find out more about our offer and enter our online competition if they wanted to upgrade at another time.