In 1982, the airline industry in Canada faced much turmoil. Some might argue there was more fierce competition than exists today.
Air Canada Industry Challenges 1982 – Air Canada faced competition from PWA and CP Air on trunk routes. While regional carriers like Eastern Provincial and Nordair provided competition in regional and charter markets, particularly in Eastern Canada. New, expensive Boeing 767s were coming on strength while turmoil in the US with the demise of Braniff saw further price competition on routes to the US. Largely the result of new entrants fostered by the deregulation of the industry in the US.
All of these issues of the day are highlighted upon in this informative industry film made by Air Canada to educate their employees and management. Air Canada Industry Challenges 1982 film was part of the Air Canada archives collection that we digitized in 2012. When we released the Air Canada History DVDs this particular film did not easily lend itself for inclusion on a DVD. As it the DVDs covered the period from the early 1970s and prior.
Watch for Air Canada’s Chief Executive Claude Taylor at the debut of the first Air Canada 767, as well as neat footage of PWA’s 767. It is very obvious that Air Canada’s strategy of the day focused on “aggressive selling”. Seems strangely unsophisticated as we look back on the issue from today.