Air Canada Student

Air Canada is the largest national air carrier in Canada, and the 15th largest worldwide. With 96 destinations and 1,500 daily flights, their customers and members of the Star Alliance network can accumulate miles via theAeroplan loyalty program.

Context of the Air Canada Altitude Students program

Air Canada launched the Altitude Students program specifically for students to better respond to the needs of this target market. It was designed from the ground up for Canadian college and university students to provide special offers and exclusive advantages (special menus, flight discounts, vacation specials, and travel prizes).

In partnership with FCB Montreal, CleverToday Inc., developed the new site from the ground up, bringing its design and technical expertise together to provide Air Canada with a complete platform.

All roads lead to registration

In order for the user to benefit from these promotions, the platform was designed around clear calls to action to encourage the user to join the program, which includes their first registration in the Aeroplan loyalty program. We considered different design and user flow possibilities in order to include a variety of asks, all bringing the user to the same form to sign up simultaneously for both programs.

We developed interactive wireframes to define the user experience around a flexible and clear organization of the content, punctuated with meaningful interactive elements. Further, the design respects the rigorous Air Canada brand guide.

Developing user management and promotional tools

We worked closely with the carrier to define new key features for its users. This collaboration resulted in a platform based on WordPress for static content, bespoke user management and promotional tools, and integration with the Aeroplan form using its API. The website also includes the Adobe Omniture tracking and is hosted entirely in Canada, with, our Canadian Cloud service provider.


  • Completed in one month, on time.
  • 95% conversion rate.
  • Servers stable and responsive for several million visitors

Services provided:

  • User Experience & User Interface
  • Visual identity
  • Implementation
  • WordPress development
  • Hosting

Project Information