Creative | 24 June 2021
Rethink launches the latest work after a tumultuous year for the travel industry
After the most challenging year in the travel industry’s history, WestJet is welcoming guests back to the skies with its new emotional video, ‘Victoria’.
As the first brand campaign the airline has launched since the onset of Covid-19, ‘Victoria’ tells the story of a newly-vaccinated grandparent travelling across the country to meet his granddaughter, Victoria, for the first time. It sets out to remind Canadians that WestJet will always be the airline that is committed to caring for its guests – truly embodying the brand’s platform of Love Where You’re Going.
“As we conceptualised the new campaign, we thought about our guests, how each flight carries them to life events, and the role we play in their journeys on their way to reunions, weddings, and the important events we’ve all missed during Covid-19,” says Rob Daintree, WestJet’s director of marketing communications. “With a 25-year history of care, there’s nothing more exciting than uniting our guests with their loved ones and the places they’ve missed. That’s where we drew our inspiration.”
Cast for the spot were five long-standing WestJetters. “WestJetters demonstrate their caring spirit each day, especially over the last 17 months, and they truly connect with our guests as they support them along their journey,” continued Rob.