Air Canada's President and CEO, Robert Milton said Tango is "one of the most successful new brand launches in airline history." Target's brief was simple: create a new, economically priced airline to merge under the Air Canada name. In just two months, we conceived and marketed a fresh, cheerful brand, synonymous with freedom. From name creation, through to ads - and even exterior aircraft livery, signage and check-in counters - Tango soared as the small airline with the big personality.