Property

WestJet Airlines Fun ‘n Festival Sponsorship Activation

Objectives

• • Conceptualize an on-site sponsorship activation vehicle for WestJet’s new initiative, “Fun ‘n Festival” , created to pull all of sponsorships of festivals under one theme.
  • Once conceptualized, create the activation vehicle and provide “outreach” components so that WestJet could meaningfully engage with festival visitors.
  • Vehicle to be adaptable to different kinds of events, both in-door and outdoor, with varying time periods.
  • Marketing objectives – Western Canada: protect and deepen brand health, introduce new products or lines of business; Eastern Canada: generate brand awareness and encourage trial of the core product as well as new products or lines of business; Communicate WestJet’s key brand personality traits: fun-loving, friendly, helpful, charming and appreciative; Distribution of information: deliver retail sales stimulating devices and engage WestJet employees.

Marketing Programs Developed

• • Created a branded “plane hospitality” exhibit that was manned by WestJet employees.
  • Festival goers were “welcomed” to the WestJet plane and treated to in-flight snacks, a place to sit and rest, refreshments, etc.
  • Collateral materials on WestJet products were distributed and visitors were able to participate in contests, etc.
  • Celebrity performers at Festivals used the WestJet area to sign autographs, etc.

Results

• • In the first year, the activation concept was featured in over 15 selected Festivals across Canada, bringing the legendary WestJet experience to millions of festival goers and creating an excellent on-site presence.