Air Transat launches UK strategy

Air Transat, Canada’s leading holiday carrier is launching a growth and awareness strategy in the U.K. It has also appointed Peter Kenworthy as Commercial Director and Complete Media Group as PR, marketing and media buying agency.

Kenworthy arrives with 21 years of extensive knowledge and experience of the travel and airline sectors, having worked for GB Airways, British Airways and most recently VLM Airlines.

His remit in this newly created role is to significantly increase the awareness of Air Transatamong trade partners, promote the newly launched consumer website ( ), as well as to develop a multi-channel distribution strategy for the U.K. and Ireland business to Canada.

Complete Media Group, PR, marketing and media buying agency, has been hired to assist Kenworthy.

Together they will develop a three-tiered PR, marketing and advertising campaign to promote the Airline’s services to targeted media: trade and consumer travel press as well as a wide selection of vertical press.


A range of marketing activities to further promote the airline is being developed and will include promotions with the Canadian community in the UK, sponsorship of trade events as well as partnerships with travel clubs, travel agents and tourist boards.

Gilles Lamontagne, Vice-President Sales and Revenues, Long Haul, says: “We are delighted to welcome Mr. Kenworthy within the Air Transatteam. He is a remarkable negotiator with in-depth understanding of the aviation and travel industries and is the perfect person to take forwardthe U.K.and Irelandoperations.”

“I am looking forward to the challenges that are ahead,” says Kenworthy. “With its extremely competitive prices, commissions to agents, no minimum stay restrictions on any fare, open-jaw itineraries, a modern Airbus fleet and great punctuality, Air Transatisa strong contender in the choice of scheduled airlines serving Canada.”