Air Canada celebrated its recent emergence from bankruptcy protection by unveiling new colors Tuesday at a glitzy airport spectacle headlined by star singer Celine Dion.
Dressed in a new blue Air Canada uniform, Dion sang three songs with a choir of Air Canada employees for more than 1,000 people crowded into a hangar to see the show and a Boeing 767-300 painted in the airline's new color scheme of a silvery white body and a green tail with a red maple leaf.
"All successful companies invest in their product and their image and we've done precisely that after having dramatically changed the face of the airline," Air Canada CEO Robert Milton said.
Montreal-based Air Canada said it has signed a three-year deal with the Canadian Tourism Commission to promote travel to Canada with advertising in Britain and the United States.
Milton described the brand image change as a morale booster for employees after an 18-month restructuring under creditor protection, which ended last month, that escalated labor-relations tensions.