Air Canada enRoute: Stories that travel
As Head of Brand Creative & Social, I led the transformation of Wildsam from a niche print series into a multi-platform storytelling brand. With a new content strategy, social voice, and design system, we positioned Wildsam at the intersection of travel, culture, and place, building a deeply engaged audience along the way.
The Challenge
Air Canada’s enRoute had a legacy of great journalism but needed a modern evolution. The goal was to expand its relevance beyond print, creating an engaging multi-platform brand that would:
Inspire travelers before they board, not just at 30,000 feet.
Elevate Air Canada’s cultural cachet, making the brand a global tastemaker.
Drive audience growth, engagement, and brand partnerships through storytelling.
The Approach
As Chief Content Officer, I led the full-scale rebrand and repositioning of enRoute, overseeing content, design, editorial, digital, and partnerships.
New brand positioning: “Stories That Travel”—highlighting how ideas, experiences, and conversations move beyond physical journeys.
Editorial evolution: Built a cross-channel content strategy that resonated across print, digital, video, and social.
Partnership-driven storytelling: Collaborated with A-list creatives and cultural icons (Serge Ibaka, Simu Liu, Penny Oleksiak, Theo Skudra, Priyanka Chopra, Chanel) to expand reach.
Strategic redesign: Created a visual system blending aviation heritage with modern design, making enRoute feel iconic yet fresh.
Social & video-first mindset: Doubled down on video storytelling and social engagement, ensuring content worked across all platforms.
The Impact
Rebrand & Editorial Transformation
Established enRoute as a cultural tastemaker, not just an airline magazine.
Built an engaging digital ecosystem, growing readership beyond flights.
Social & Video-Led Growth
Published exclusive BTS content from Drake’s Toosie Slide music video director, earning 400K organic views & 16K likes with minimal budget.
Expanded global creative partnerships, connecting enRoute with photographers, illustrators, athletes, and cultural leaders.
Brand Redesign with Intention
Created a clean, contemporary aesthetic blending classic Canadian graphic design with aviation iconography.
Thoughtfully integrated Air Canada conversion opportunities, turning content into action.
Branded Content & Collaborations
Chanel x enRoute: A fashion-meets-travel shoot at Niagara Falls, profiling Karl Lagerfeld’s final collection.
Serge Ibaka x Canada’s Best New Restaurants: A campaign that merged sports, culture, and culinary storytelling.
Google x enRoute: A UGC-driven campaign celebrating Canada’s landscapes through Google Pixel photography.
What My Team Delivered
Brand Identity & Verbal Strategy
Editorial Direction & Publishing
Art Direction & Visual Redesign
Multi-Platform Content & Video Strategy
Branded Partnerships & Cultural Collaborations
Business Results:
Increased readership & distribution beyond flights.
Drove marketing awareness & conversions for Air Canada.
Won awards, strengthened brand recognition, and boosted ad sales.
Attracted new partners, expanding enRoute’s influence in the travel space.
Takeaway
The enRoute transformation explored a world where airlines were publishers and expanded its role beyond in-flight reading, making it a travel brand that sparks curiosity, cultural conversations, and real-world engagement on and off the plane.
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.
