Bombardier is a high-profile Canadian company with complex business issues involving government funding, labour force negotiations and cross-cultural issues. They needed to gain control of their corporate image and thus their position in Canada’s financial and political circles. Equally important was the need to turn itself into a brand that the Canadian public and key opinion leaders would embrace.

For most Canadians, the company had remained intangible since its products – trains and planes – are not destined for sale to the general public. We therefore needed to to find a natural connection to link them. The answer: connect Bombardier to Canadian pride.

In order to emotionally connect with Canadians and convince key opinion leaders that Bombardier contributes to Canada’s economic, cultural and social development, our idea was to show how Bombardier helps Canada shine on the international stage. Canadians are seldom prouder of their country than when they witness its achievements abroad.

Operating with the tagline “Trains. Planes. Canadian Spirit.”, the work captures the spirit of innovation and global reach of Bombardier and has led to a positive increase in perception of the brand. Since 2006 there has been double-digit growth in positive brand attributes among the general public and opinion leaders in Canada.