Air Canada enRoute: Stories that travel
How do you transform an in-flight magazine into a multi-platform brand in six months?That was the challenge. enRoute needed to move beyond being a magazine tucked in a seatback pocket to becoming a hub for travel, culture, and storytelling—before, during, and after the journey.
The Opportunity
Air Canada’s award-winning magazine had credibility but lacked modern relevance. The challenge: reimagine enRoute as more than a magazine, rather a cultural tastemaker and storytelling engine.
What we set out to do:
Inspire travelers before they board, not just in the air at 30,000 feet.
Extend Air Canada’s cultural reach and brand equity
Build a storytelling system
Drive growth, deepen engagement, and unlock new partnership opportunities
We needed to redesign how an airline tells stories.
The Approach
As Chief Content Officer, I led the rebrand and repositioning, overseeing content, design, editorial, digital, and partnerships. Every decision, from typography to contributor lineup, was built to move the brand forward.
New brand positioning: “Stories That Travel” highlighting how ideas, experiences, and conversations move beyond physical journeys.
Editorial Ecosystem: Cross-channel storytelling from social to in-lounge content
Design System: A new visual identity blending aviation heritage with bold, modern design
A-list Collaborations: Serge Ibaka, Simu Liu, Priyanka Chopra, Theo Skudra, Chanel, Google Pixel
Social and Video-First Strategy: Created a scalable framework for content and partnerships across every channel
Design didn’t follow content. Design was the content. And it was built to move.
The Impact
What started as a rebrand became a reintroduction. Refreshed, relevant, and revenue-driving.
Cultural Relevance + Reach
Recast enRoute as a global travel media brand
Created exclusive content that drew 400K+ views and 16K likes
Expanded off-plane readership and partner engagement
Platform Thinking
Built a content framework that extended to every touchpoint—digital, print, lounges, in-seat, and social
Increased conversions through smarter content placement in customer journeys
Business Results
Boosted Air Canada’s brand equity and marketing performance
Attracted new partners, increased ad sales, and expanded audience reach
Secured collaborations with fashion, sport, and tech icons
Serge Ibaka x Canada’s Best New Restaurants: A campaign that merged sports, culture, and culinary storytelling.
Chanel x enRoute: A fashion-meets-travel shoot at Niagara Falls, profiling Karl Lagerfeld’s final collection.
This video earned 400K+ organic views and 16K likes. With minimal budget, we amplified reach by partnering with unexpected collaborators—storytellers with compelling narratives and engaged followings of their own.
Google x enRoute: A UGC-driven campaign celebrating Canada’s landscapes through Google Pixel photography
