WestJet Spotlights How Travel Creates a Life Rich with Stories

WestJet, with its creative agency of record (AOR) since 2018, ushers in a new era with the launch of a comprehensive brand platform, new brand identity, and a 360 campaign, anchored by a new tagline – Where Your Story Takes Off.

The airline’s AOR, Rethink, led the campaign on strategy and creative, and Media Experts on media. Over 50 unique travel stories are featured throughout the 360 campaign, encompassing TV, OLV, premium digital social placements, and over 45 different high-impact OOH and DOOH. Anchored by six unique TV spots, the campaign goes live on October 22nd, running across Canada. 

“Whether you’re taking off for a big bucket list trip or returning home to see your kids after traveling for work, WestJet plays an important role in enabling the everyday and life-changing stories that our guests carry with them, and that was the inspiration for the new platform,” Jennifer Callegaro, director of marketing, WestJet.

“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,” says Elyse Sanders, head of strategy, Rethink. “We wanted to reflect the myriad of unique experiences that pass through a WestJet flight.” 

From honeymooners, to bachelorette parties, to people named 'Doug,' the spot reflects the humanity of each traveller, keeping the fun and light hearted tone that the brand is known for. 

This campaign extended to a comprehensive out of home (OOH) and social campaign, using a simple graphic approach featuring aircraft in flight. In a few short lines of clever copy, we were able to convey the rich and emotive stories of every traveller. 45 unique lines are showing up across OOH at launch, with possibly more after.

Don Shelford, executive creative director, Rethink, “We were very intentional with casting, wardrobe and lighting. We wanted to celebrate travellers in a way that didn’t feel forced or stereotypical. We cast real WestJetters to ensure interactions were authentic.” 

Jay Antflick, cabin crew member at WestJet, who was featured in the spot, says, “We have a big role to play in getting our guests to the people, places, and moments that matter most to them. 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.”