WestJet conducts Grey Cup promotion
By Rob Bale
Airline WestJet recently conducted a promotion in Winnipeg as part of its sponsorship of the Canadian Football League. On Nov. 8, the company operated an installation at Winnipeg Richardson International Airport during which the Grey Cup trophy in a travel case circulated on the baggage carousel along with other luggage. The promotion coincided with the Western Final football game, which took place in the city on Nov. 9. Footage of visitors reacting to the trophy will be used in 15- and 30-second ads that will run on social media sites. The initiative was developed by Rethink, with media work by Media Experts.
“As the official airline of the CFL, we recognize WestJet’s role in helping to craft unforgettable memories and stories for CFL fans flying coast to coast for games,” said Jennifer Callegaro, director of marketing at WestJet. “We’re proud to have forged this special carousel moment with the CFL and the iconic Grey Cup that we’re sure our guests in Winnipeg won’t forget.”