WestJet breaks new brand campaign
By Derek Winkler
Calgary-based airline WestJet has undertaken a new branding initiative. The updated branding, developed by Rethink, is being introduced with a new campaign using the tagline, “Where your story takes off.” It consists of six television commercials and approximately 45 out-of-home ads, as well as online video and social media content. The creative focuses on personal stories that begin on an airline flight. Media work is being conducted by Media Experts. The campaign will expand into the UK and other international markets in January.
“The launch campaign was born from the insight that although everyone on a flight may be going to the same destination, each person's story on that flight is completely different,” said Elyse Sanders, head of strategy at Rethink. “We wanted to reflect the myriad of unique experiences that pass through a WestJet flight.”