CANADA – To launch Canada’s leading budget airline, WestJet’s fares and routes between UK and Canada, Publicis London has created a digital, social and print campaign showcasing the airline’s affordable rates.
“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,” commented Karen Buchanan, CEO at Publicis London.
For the digital and social campaign, the agency created ’Dave the Dog’, a 90-second mockumentary film featuring a man who lives in London and dresses as a dog so he could fly freight to visit his girlfriend who’s in Toronto without burning a hole in his pocket.
While going through the embarrassing ordeal, Dave chances upon a WestJet ad in a newspaper endorsing the cheap flights from UK to Canada, just £194 for a one-way ticket.
“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,” said Richard Bartrem, Vice President, Marketing Communications at WestJet.
Other activities to further push the brand will follow through in 2016.
