Westjet 2002 Annual Report Download - page 52

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52 2002 WestJet Annual Report
It’s hard to imagine a meeting quite
like this one...A company 3,000
strong gains immediate acceptance
and loyalty from travellers in a city
of 4.6 million right after launch of
services. How was this achieved?
While WestJet’s reputation for low
fares and friendly service often pre-
cedes its entrance into a new city,
with a metropolis as large as Toronto,
the airline had to be prepared for the
unique challenges entering such a
huge city might pose.
As starting a new base is always an
expensive undertaking, and tackling
one of the largest cities with one of
the busiest airports on the continent
takes the teamwork of a dedicated
bunch, team WestJet decided to
plaster the heart of T.O. with an
advertising and awareness campaign
that would soon have Torontonians
talking, and many taking to the skies.
Station Domination was the plan,
and from September to November
2002, about 175,000 people passed
through Union Station in downtown
To ronto daily, and through larger-
than-life ads for Canada’s low-fare
leader.
In Station Domination, WestJet’s
message was on the walls, floors,
wrapped around pillars, and on
posters completely covering this
very high profile Toronto spot. On
September 23 and 24, WestJetters
were even on hand at Union Station
giving away a total of 10,000 copies
of a special edition of the Toronto
Sun that included a front page
WestJet information piece at the
eight entrances into Union Station.
But that’s not all.
No matter how successful Station
Domination had the potential to be,
WestJet’s people had to back it up
with service. Kuzek says: “With this
initiative, we set expectations very
high for ourselves, and we had to
deliver. Our campaign in Union
Station was merely the pass – our
people still had to carry the ball into
the end zone.”
With the great service WestJet’s
people provide, the airline definitely
scored a touchdown with service into
Ontario’s biggest city. Torontonians
may not have known WestJet before
2002, but you can bet they do now!
TORONTO OPENING AND PROMOTIONS
Station Domination
Deseree Kuzek, Station Domi-
nation Project Coordinator, is pleased
with the results, “As this was one of
our most ambitious advertising and
awareness campaigns to date, I am
definitely happy with the final prod-
uct. Union Station is the main
subway station in Toronto, and fun-
nels commuters into the downtown
core from all over the city.”
Kuzek continues, “With Station
Domination, we wanted the most
bang for our buck, and this was defi-
nitely achieved. Before the end
of the year, not only were our
Edmonton – Toronto and Calgary –
To ronto non-stop services successful,
but we also added non-stop service
between Toronto and Vancouver on
December 1.”
Even the turnstiles were given a
typical WestJet facelift.
Pilots Grace Duke and Tim Smith lend their smiles to the Toronto Station Domination advertising campaign.
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