integrated marketing campaign of westjet

ANALYSIS OF WESTJET CHRISTMAS CAMPAIGN

Presented By: Chitwant TahalyaniClass: MBA3/1316

College: Universal Business School, Karjat, Mumbai

ABOUT THE COMPANY

• WestJet Airlines Ltd. is a Canadian low-cost carrier

• It was founded by Clive Beddoe and partners in 1996

• Journey of WestJet was started with three aircrafts, five destinations and 220 WestJetters

• Which turned into giant airline with 9,700 WestJetters who are flying fleets of Boeing 737 Next-Generation aircrafts to more than 88 destinations across the globe.

• Westhet is currently operating 425 flights and carrying over 45,000 passengers everyday

• It is considered as a most preferred airline in Canada

• They believe in safe, friendly and affordable air travel

• Westjet Believes, if you are paying less for your flight that doesn't mean you will get less

• There tagline says “OWNERS CARE”. They believe in great hospitality for their travellers

• Westjet has marked their presence at top Waterstones'

study of Canada's 10 Most Admired Corporate Cultures

continuously for four years.

• Ranked 3rd in Aon Hewitt's best employers in Canada.

• Westjet is recognised as best flight attendants in any

flight

• By 2016, WestJet will be one of the five most successful

international airlines in the world

GOAL OF THE CAMPAIGN

TO MAKE IT PERSONAL AND MAKE PEOPLE FEEL HEARD. WE WEREN'T GOING TO GET EVERYONE THE EXACT GIFT

THEY WANTED."

OBJECTIVES OF THE CAMPAIGN

To be heardTo make them feel specialTo create a long lasting impression about their airlineAs they believe in customer satisfaction the major

intention was to give surprise and gifts for what they want

Before passenger boards the plane westjet enquired all their wishes and fulfilled the same at destination

STRATEGY AND EXECUTION

Studio M was the major executorswipe their boarding passes at a digital kioskspeak to a live actor dressed as Santa ClausThey put a kiosk in waiting roomA famous actor was talking with the passengers liveWestjet tried to find out the likings and wish for the

charismas from their passengers

All the stuff which was demanded by the passengers was purchased from best buy and few other retailers

Same goodies were packed and delivered to passengers at there destination

They used social media:Created videos which went ViralStewards of Westjet performed Flash mob

STRATEGY AND EXECUTION

RESULTS19 million views on YouTube within five days (Social

Presence)news organizations and blogs all over (Unpaid publicity)67 percent more consumption around WestJet than there

was the entire rest of the last month combined. By "consumption," Kontera means how often a term is “seen” online (both text and video), mobile (both text and video) and via social media.

Those who left their gift at airport were given to kids (charity) to whom westjet supports

Change in consumer preference, passengers were more willing to fly from westjet as compared to any other airline

At mashable article of westjet was shared 1 million timesEveryone was a lot happyIt was a surpriseThey truly cared about their passengers

RESULTS

Locations where Westjet

fly at present

After a viral

marketing Westjet

engagement score with passengers increased by 150%

As compared

to any other airline

Westjet’s social

presence was very

high

In three days from the day

video was uploaded number of

subscribers was

increased 300%

From the day video was uploaded the on the videos were increased

by600%

LEARNING AND CONCLUSION

You always need a best team to keep your customers happy

Hire the passionate personnel who personally feel they are the owner of the company not the employees

Be creative while presenting

Always listen to the customers

Social media can give help a company to reach at top

Be interactive

Always ask questions for better understanding

Provide the best you can

THANK YOU !