Air Canada was honoured with a gold medal in the Sports Event category at the International Travel Advertising Awards for its 1999 Air Canada Grand Prix 15-second television spots. The awards ceremony was held in Valencia, Spain, on September 10, 1999 on the occasion of the first International Travel Advertising Awards and Conference. The spots, also called bumpers, were produced by Air Canada`s advertising and promotions agency Marketel for broadcast during each 1999 Formula 1 Grand Prix.
“We are very pleased to be honoured by professionals in travel advertising,” said Air Canada Senior Vice President, Commercial, Lise Fournel. “It is a recognition of our success, in the first year of our sponsorship agreement with the Grand Prix F 1 du Canada, in conveying the natural fit between the airline and this prestigious event.”
A panel of travel and communications experts from all over the world selected Air Canada`s spots featuring the airline`s Maple Leaf logo transformed into a tachometer, a racing car wheel and a pit stop sign. The visuals of the three spots are emphasized by the sound of a racing car engine.
“Air Canada has brought a new spirit to our event and the bumpers are one of many examples of the airline`s fresh and creative approach,” said Normand Legault, President, Air Canada Grand Prix. “Everyone who has seen the spots has responded enthusiastically.”