West Jet
Account Executive: Christina Jones, Nick Roth
Copywriter: Addison Forret
Art Director: Jeffrey Rodrigues
Product/Service: WestJet
Background/Overview: Clive Beddoe founded WestJet in 1996. It is a preferred airline by many because of their low prices and exceptional customer service. They believe just because their consumers pay less, it does not mean that they should get less. Because of that philosophy, it became the second largest airline in Canada, behind Air Canada. The Canadian airline company provides air service to 71 destinations in Canada, the United States, Mexico, and the Caribbean.
Everyday, WestJet operates an average of over 380 flights. The flights include in-flight entertainment from LiveTV, and buy on board meal service. Furthermore, The LiveTV uses BELL TV satellite network and has channels like, CTV, CBS, ABC, Treehouse TV, and Global TV. WestJet continues to climb to success by consistently providing amazing guest experience and hopes to be one of the five most successful international airlines worldwide by 2016.
Objective: Within the last year, WestJet has added 11 new destinations in the U.S., and in the Caribbean. Because of this, WestJet’s goal is to get more people to travel during the holidays increase sales by 10%
Target Market:
Persona: Nick is an outgoing, adventurous individual. When Nick isn’t busy with work, he enjoys getting out and trying new things. He enjoys being outside in all weather conditions. He is a very positive person with an “I live in the moment” outlook on life.
Insight: Traveling through the holidays is not only busy but it’s a hassle. WestJet acknowledges humanity and understands the unpleasant experiences consumers have when they travel. Their service doesn’t end at take off; they deliver a caring, fun environment.
SMT: Your vacation begins right when you are in West Jet’s care.
Executional Mandatories: Print, OOH (Billboard, transit; skytrain, go train, etc.) TV, Social Media, & Online.
