WestJet is using relatable flier archetypes rather than focusing on destinations in order to better connect Canadians to its brand identity, platform and tagline: “where your story takes off.”
Jennifer Callegaro, WestJet’s director of marketing, tells strategy the brand wanted to reflect on the many unique experiences that pass through a WestJet flight, whether it be new love, awkward solo traveller introductions, grandmas, busy moms or Vegas bachelorette parties.
“We totally get why many travel brands advertise with gorgeous destinations – they’re beautiful. But this campaign was about bringing it back to the guest and why we travel,” she says.
The airline is returning to its roots in service of the everyday Canadian traveller, Callegaro explains, and is looking to resonate with a target who travel to connect with family and friends, and for work.
In June, WestJet unveiled “UltraBasic” fares, where travellers board last, don’t earn earn loyalty points and can’t pick their own seats, among other restrictions. The goal, the airline says, is to streamline the boarding process and to improve the overall experience.
The airline’s longtime AOR, Rethink, led the campaign on strategy and creative. Media Experts took care of media. Over 50 travel stories are featured throughout the 360 campaign, encompassing TV, OLV and premium digital social placements. Anchored by six unique TV spots, the campaign goes live this week running across Canada.
There are also multiple DOOH and OOH iterations, with simple graphic-style copy, leaning into the themes of the hero spot (see, above).
“This is our biggest brand spend in years,” Callegaro says. “When you’re ushering in a new era and brand platform, you need to make it unmissable.”
Recently, the airline tapped the zeitgeist via an April Fool’s Day mock ad to remind travellers that AI will never replace real vacations.
