Airline Marketing Monthly - Oct/Nov 2019

Page 8

WestJet - Treating people like people

In the ad which immedi-

The video then cuts to

people often use a less

ately catches your atten-

human beings in the same

than flattering term to

tion, cows are seen milling

airport being processed by

describe it - ‘cattle class.’

around an airport, with the

smiling WestJet check-in

Added to that you get

accompanying soundtrack

staff with the concluding

phrases like ‘herded like

being New Order’s Blue

message being, ‘an airline

cattle’, or ‘treated like

Monday . The cows can

should treat people like

cattle’, or you could be just

be seen at the check-in

people.’

‘one of the herd.’

counters, the luggage car-

That idea - that some airlines treat passengers,

8.

ousels, and in the departure areas.

WestJet finally backs this up by mentioning its commitment to not over-book,

especially ones who don’t

And at each stage the

to its record as having the

pay a premium to travel

cows are met with eye roll-

best on time performance,

at the front of the plane -

ing or shoulder shrugging

and it’s Tripadvisor ranking

like cattle and not people,

staff who present them

as being the best airline in

formed the basis of West-

with various problems

Canada.

Jet’s latest advertising

such as the flight being

campaign.

overbooked, or delays.

Airline Marketing Monthly | October / November 2019

When flying economy,


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