News & Press / October 11, 2018

Rethink helps WestJet rebrand to reflect global ambitions

WestJet has unveiled a new brand positioning and national campaign reflecting its evolution from a point-to-point carrier into a global airline based out of Calgary.

The refreshed brand positioning, led by agency partner Rethink, coincides with the announcement of three international Boeing 787-9 Dreamliner routes (destined for Paris, Dublin and London) beginning next spring – the first in Canada to be based out of Calgary International Airport. The company has ordered a total of ten Dreamliner aircraft, with plans for other aircraft to be announced next year.

Rethink, which was named the company’s lead agency in April, is developing a new brand platform to be rolled out domestically and abroad, says Daintree. As part of becoming more global in its operations, WestJet will begin marketing in other countries for the first time.

Rethink joined ICOM, a global network of independent advertising and marketing communications agencies, in March, one month before being named the lead agency on the account. At the time, the agency said it was competing for business with a client that needed access to international markets, and that ICOM would help it tap those opportunities through local partnerships.

“Now you know who [that client] is,” says Daintree.


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