The Air Transport Association of Canada (ATAC) recognized early-on the labour issues in the aviation industry. In an effort to help out, ATAC formed a working group to properly identify the issues, shortages and develop a campaign to make a difference. As a result, the Fly Canada campaign was developed, including a strategic plan and many supporting materials to promote the opportunities in the aviation industry.

For the first time, representatives from across the aviation industry came together to develop the campaign. The working group is made up of flight schools, airline representatives, as well as other ATAC members.

Recruitment Campaign Goals:

• Strategic outreach
• Brand awareness
• Increased awareness of shortage issues
• Increased enrollment in training programs
• Government support

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