WestJet has launched a new platform and new ad campaign —Where Your Story Takes Off.
The airline says the public relations program "underscores the power of travel and celebrates the countless stories that pass through a WestJet flight."
The campaign comes after a difficult summer for WestJet, which included a mechanics strike and flak from Canadian pax after it introduced a new, cheaper fare category. WestJet also was hit by an unexpected hailstorm at YYC that forced the airline to sideline damaged planes for weeks.
WestJet management issued an apology in early October and promised it would do better in the future. Now comes the new public relations campaign.
"As the airline returns to its roots, following an updated business strategy, WestJet's commitment to helping guests write memorable stories is driven by a history of care and celebrated hospitality, delivered each day by a passionate team of WestJetters," the airline said in a 22OCT press release announcing the new campaign.
"Whether you're taking off for a big bucket list trip or returning home to see your kids after travelling for work, WestJet plays an important role in enabling all the everyday, and life-changing stories that our guests carry with them, and that was the inspiration for the new platform," said Jennifer Callegaro, Director of Marketing, WestJet.
Nearly nine out of 10 Canadians (89%), say travel has given them some of their most cherished memories.
The campaign takes flight with more than 50 stories featured in television, online video, digital social placements, and an extensive range of billboards across the country.
"We have a big role to play in getting our guests to the people, places, and moments that matter most to them," said Jay Antflick, a WestJet cabin crew member who's featured in the spot. "I love that the new commercial doubles down on what WestJet has always done well: championing our guests' stories, and I'm honoured to be a part of those special memories."
