A Man in a Dog Suit is Helping Publicis London Launch WestJet in the UK

Publicis London has created a campaign for WestJet, Canada’s leading low fare airline, after being awarded the account earlier this year.

The digital, social and print campaign is promoting the launch of WestJet’s fares and routes between the UK and Canada. 

A 90 second mockumentary style film titled ‘Dave The Dog’ will run on YouTube, Facebook and on WestJet’s website.

It features Dave, a Brit by birth, who lives in London. He tries whenever he can to fly back to Toronto to see his girlfriend. But the cost of travel is prohibitive. While Dave doesn’t do too badly in his day job, he’s canny with his money. So to cut costs he disguises himself as a dog and flies freight. The indignities he suffers are worth it he reckons as the savings are huge.  That is until Dave sees one of the vets having a break, sat at a table with a mug of tea, reading a newspaper in which he notices an ad for WestJet and realises he could have flown to Canada for just £194 one way.

Follow up activity establishing the brand will run in 2016.

Richard Bartrem, Vice President, Marketing Communications at West Jet said: “We are so pleased that Publicis UK was quickly able to understand the fun and friendly WestJet attitude and build a campaign that highlights we are a unique low-cost airline. Low-cost travel can be fun and we look forward to welcoming the many Brits who will travel with us next year and won’t require Dave’s dog costume.”

Karen Buchanan, CEO at Publicis London said: "It’s been a privilege working with WestJet on the next stage of their international expansion. It’s a brand with a great local reputation and a real champion in an increasingly-competitive sector. We’ve created a campaign that captures its true spirit."