The Sunwing Story

Sunwing Travel Group is the largest vertically integrated travel company in North America, combining an airline and travel agency with its own ground transportation and excursions companies as well as a massive breadth of hotel and resort partners. But for more than a decade, the brand had marketed itself as little more than a provider of discount all-inclusive vacation packages. When the pandemic struck in 2020 and placed global travel at a standstill, we were asked to help Sunwing better define its value proposition and reimagine its go-to-market strategy to appeal to modern travelers. We helped the company focus less on “price” and more on “value” by leaning into a simple mission: to help Canadians vacation big without spending big. We paired this new brand mission with a refreshed visual identity that modernized the brand and set the foundation for a new website and mobile app design. We then developed a launch campaign that spanned film, OOH, digital, and social channels and showed Canadians not just what a great vacation looks like, but what it can feel like when you get more with Sunwing.