integrated marketing campaign of westjet
DESCRIPTION
This presentation is prepared to analyze IMC of WestJet Airlines.TRANSCRIPT
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 !