As plane tickets increase regular income families cannot afford to travel as frequently as they desire. However, Air Canada is offering flights with just the bare-minimum; adapting ideas similar to the already successful Ryan Air in Europe or JetStar in Asia. The cheaper flights will help families and even workers to get places cheaper but will this help Air Canada? Air Canada has been faced with many problems throughout the years that have been publicly displayed. (http://www.cbc.ca/news/canada/story/2012/03/23/f-air-canada.html) According to Air Canada, the new low cost carriers will bring many benefits: more flexibility for workers hours and a greater option of flights due to the larger size of cabins for passengers. Although everything seems great as Air Canada is trying to get-back-in-the-game, it still faces a strong competitor; the current well known low-cost carrier in Canada, West Jet. Air Canada must advertise their point of difference in order to attract consumers to switch to Air Canada’s new airline. Currently, there is a sense of excitement to see the new models which Air Canada is announcing but until then, Air Canada must promote their qualities and position them in the low-cost carrier market as well as reposition themselves in the travelers mind.