Bringing National Attention to Canada’s First Indigenous Woman-Owned Airline
CLIENT: Iskwew Air
PROJECT: Airline Launch Media Relations
/ Services Provided
/ Launching More Than an Airline
When Iskwew Air announced plans to become Canada’s first Indigenous woman-owned airline in 2019, it represented far more than the launch of a new airline.
Founded by Métis entrepreneur Teara Fraser, the airline embodied a vision of greater representation, opportunity and Indigenous leadership. In an industry where women make up less than 6% of pilots and even fewer holding positions as airline CEOs, Teara saw that underpresentation as a challenge to overcome.
The launch offered an opportunity to share a powerful story capable of inspiring future generations of women to succeed in aviation, while introducing a bold new airline aimed at serving remote and Indigenous communities across British Columbia.
/ Building Momentum Around a Groundbreaking Vision
To support the launch, a strategic communications and media relations campaign was developed around the airline’s announcement and blessing ceremony performed by xʷməθkʷəy̓əm (Musqueam) representatives
The approach focused on elevating Teara’s story, highlighting the significance of the milestone – including service commencement on March 8, 2019, International Women’s Day – and generating meaningful conversations about Indigenous leadership and women in aviation.
Media preparation, key message development and targeted outreach helped ensure the story reached audiences well beyond the aviation sector.
/ Generating National and International Attention
The launch captured widespread interest from media across Canada and abroad, generating extensive coverage (40+ stories!) in major outlets including CBC, CTV, HuffPost Canada and Yahoo! News.
The campaign helped establish Teara Fraser as a leading voice in Canadian aviation while introducing audiences to the mission and vision behind Iskwew Air.
Most importantly, it ensured that the airline’s launch became part of a much larger conversation about representation, leadership and creating pathways for future generations to succeed in aviation.
/ Award-Winning Campaign
2020 Canadian Public Relations Society Award of Excellence for Best Use of Media Relations (Small Budget)
