Taxi
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Canadian Tire • Fresca • Mini • Telus • WestJet |
WestJet
WestJet is a culture-driven company, and the people of WestJet drive the culture. So Taxi decided that fact would be central to the airline’s move to a more national stage from being one of the best-known brands in Western Canada.
The result was the “Owners” campaign, which asks: “Why do WestJetters care so much? Because we’re also WestJet owners.” Through the attitudes and actions portrayed in TV, print, radio and out-of-home, Taxi highlighted WestJetters commitment to their guests with the dash of quirky humour the company is known for.
The campaign drove high-level image perceptions and also had the flexibility to deliver messages about in-flight features like Live ExpressVu Seatback TV and new routes. The “We care because we’re owners” mantra was also adopted internally, on everything from company-wide e-mail signatures to this year’s annual report, entitled “The Owners Manual.”
Results are also soaring high. The campaign has delivered on every tracking measure put in place to gauge its impact. Awareness has grown nationally, with the greatest gains in central and eastern Canada, the markets that represent the greatest revenue potential. Brand attribute scores have seen dramatic gains, and the percentage of people who view WestJet as a national carrier rather than a regional carrier is steadily rising.
Television
 Brian |
 Cell Phone |
 Snorkuba |
 Carry On |
 Laughter |
 Puppy Dog |
Out Of Home
 Clouds Are Boring |
 Now Every Seat Has A View |
 Owners' Manual |
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