Airline's emphasis on being the best value reflected in new ad campaign
CALGARY, Sept. 18 /CNW/ - WestJet today honoured its commitment to
monitor the fuel environment and remove the fuel surcharge if and when the
price of fuel subsided. The airline announced the removal of the fuel
surcharge, effective 1 p.m. MT today, in acknowledgement of the recent decline
in fuel prices.
"The decision to eliminate the fuel surcharge is in line with who we
are," commented WestJet Executive Vice-President of Guest Experience and
Marketing Bob Cummings. "The WestJet brand is all about caring, straight talk,
trust and best value - our advertising is effective because we walk the talk."
The elimination of the fuel surcharge supports WestJet's commitment to
providing the best value to its guests, which is the premise for the airline's
new advertising campaign. This latest addition to the successful and
award-winning owners campaign extends WestJet's caring reputation,
demonstrating the airline's commitment to offering guests the best value in
"We are proud of the transparent approach we have to our pricing and the
superior value we provide to the travelling public," continued Bob Cummings.
"Our latest owners campaign highlights those key differences between us and
the competition. The campaign is done in a light-hearted, fun way.
"We encourage the travelling public to add up all charges when comparing
fares. Other airlines seem to be focused on squeezing every last nickel out of
their passengers with things like call centre reservation fees, higher change
and cancel fees as well as higher overweight baggage fees. We firmly believe
that they will see we are now, more than ever, the value leader in Canada. In
today's more difficult economic times, it's all about providing the maximum
value for people."
Three new TV commercials shot in Toronto during the month of August and
airing now represent the fourth iteration in the successful owners campaign,
which highlights how the more than 7,300 WestJetters care about WestJet
guests. The campaign also includes the first television execution for WestJet
Vacations, which WestJet introduced in 2006 and has already become the largest
Canadian travel provider of Las Vegas hotel rooms.
WestJet is Canada's leading high-value low-cost airline offering
scheduled service throughout its 51-city North American and Caribbean network.
Named Canada's most admired corporate culture in 2005, 2006 and 2007, WestJet
pioneered low-cost flying in Canada. WestJet offers increased legroom and
leather seats on its modern fleet of 76 Boeing Next-Generation 737 aircraft,
and live seatback television provided by Bell ExpressVu. With future confirmed
deliveries for an additional 45 aircraft, bringing its fleet to 121 by 2013,
WestJet strives to be the number one choice for travellers.
For further information:
For further information: Media Contacts: Gillian Bentley, Media
Relations, telephone: 1-888-WJ 4 NEWS (1-888-954-6397), e-mail: