WestJet Rebrands With Higher Ambitions

WestJet has revealed new branding to fit the airline’s repositioning from a low-cost carrier to a full-service airline.

WestJet today announced a new, premium brand positioning (CNW Group/WESTJET, an Alberta Partnership)

The rebranding is embodied in the attitude of a new commercial released today debuting WestJet’s new tagline “Love Where You’re Going.” It centers on the theme of aiming higher, despite obstacles and naysayers.  

“Love where you’re going embodies both the thrill of travel and the sheer ambition we at WestJet have for our airline.”

—Ed Sims, WestJet President and CEO

“Today’s announcement marks a pivotal time for WestJet,” said Ed Sims, WestJet President and CEO. “Love where you’re going embodies both the thrill of travel and the sheer ambition we at WestJet have for our airline. Our 13,000 WestJetters are unique assets, and what we deliver for our 24 million guests is something that cannot be replicated.”

The updated brand image and positioning will be progressively rolled out over time on WestJet’s assets including on the airline’s website, WestJet’s airport presence across Canada and across the airline’s fleet.

Calgary Base For WestJet Dreamliner Service

WestJet also announced that YYC Calgary International Airport would be the base for its new Dreamliner international service. The aircraft debuts modern cabin interiors, revealed earlier this year, which put WestJet on par to compete with leading flagship carriers, including rival Air Canada.   

WestJet’s Dreamliners will carry 320 passengers in a three-class cabin configuration including a Business cabin with 16 private pods with lie-flat seats, an upscale Premium cabin and an updated Economy cabin.

WestJet will launch its first three 787 Dreamliner non-stop routes from Calgary to Paris, Dublin and London. 

Calgary – London (Gatwick)Daily7:20 p.m.11:00 a.m. +1April 28, 2019
London (Gatwick) – CalgaryDaily1:30 p.m.3:40 p.m.April 29, 2019
Calgary – ParisFour times weekly7:20 p.m.12:10 p.m. +1May 17, 2019
Paris – CalgaryFour times weekly2:10 p.m.3:30 p.m.May 18, 2019
Calgary – DublinThree times weekly8:45 p.m.11:38 a.m. +1June 1, 2019
Dublin– CalgaryThree times weekly1:45 p.m.3:05 p.m.June 2, 2019

We are excited to bring Albertans to the world and the world to Alberta.

— Ed Sims

“Alberta’s connectivity to the rest of the world is vital for our economy,” said Ed Sims, WestJet President and CEO. “WestJet is investing in Alberta to bring further economic growth, boost tourism to the province, and to further position our city as an international aviation hub. We are excited to bring Albertans to the world and the world to Alberta.”

The Dreamliner route from Calgary to London (Gatwick) will replace the Boeing 767 service that currently operates the route from Calgary.

Updated Loyalty Program

Sims also announced that WestJet Rewards will introduce a new Platinum tier, targeted for launch later this year. Details on the new tier and other updates to the airline’s loyalty program can be found here.

Marisa Garcia

After working for sixteen years in aviation, specializing in aircraft interiors design and aviation safety equipment, and getting hands-on with aircraft cabins in hangars around the world, Marisa Garcia turned her expertise into industry insight. She has been reporting on aviation matters since 2014. Every day, she's putting words to work.

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