WestJet Airlines.

Start with no baggage.

In the fall of 1995, WestJet Airlines, which at the time was simply an idea modeled after the highly successful Southwest Airlines, asked Ci to help with their launch. Over the next nine years we helped guide and implement WestJet's marketing as they grew from a regional player with three jets and 247 employees to a true international operation with over 6,000 employees.

West meets east - Spring 2004.

Growing rapidly from the outset, WestJet was, by 2004, completing a rush of successful city launches in Eastern Canada and the Maritimes. Each marketed primarily on a local basis, as part of WestJet's 'grassroots' approach, retail strategy. What was needed at this point was a campaign that would help position WestJet as a true national airline of 'choice'.

Attention all passengers. Getting the word out.

After several "soft" central and eastern Canada city service launches, many people were becoming familiar with WestJet's unique down-to-earth, neighbourly style. The challenge was that this approach, which had served WestJet well in other parts of the country, simply wasn't as appropriate or relevant for an operation rapidly becoming an industry leader. In addition, the much-coveted central Canada business travel market was relatively unaware that WestJet was capable of meeting their needs.

We believed that success would rely on WestJet's ability to maintain their unique 'folksy' culture, while ensuring that their audiences fully understood that the airline had matured. This new message was given voice via a $5.3 million media effort incorporating web, outdoor, print, and broadcast. The creative conveyed the idea that WestJet was both likeable and 'responsible' with a service and on-time record fast becoming the envy of the industry.

Record altitude.

With Toronto serving as WestJet's new eastern hub, flights in and out of Canada's 'golden horseshoe' increased significantly during the course of the new campaign. Research showed that WestJet enjoyed an increase in unaided awareness in all markets - including an astounding 34.7 percent right in Air Canada's own backyard - Montreal.