WestJet ensured that Valentine’s Day was about more than chocolate and roses for two Toronto-area couples in the latest in a series of videos showcasing what a company spokesman describes as its “fun, friendly and caring” side.
The airline added a video, “WestJet Valentine’s Day proposals – Will you marry me?” to its YouTube channel on Sunday. The seven-minute video follows two couples as they vacation in Barbados, where the men are set to propose.
WestJet approached the men when they were shopping for an engagement ring at a Michael Hill jewellery store in Toronto in November. They were told to tell their partners that they were travelling to the island resort to shoot a commercial for the airline.
A WestJet flight attendant named Ian accompanies the two couples, and has the final word on when the time is right for the men to propose to their partner. This leads to several humorous instances throughout the video as Ian pops up to give the men everything from food to moist towelettes.
Videos underscoring the WestJet brand personality have been part of the airline’s marketing strategy since the mid-2000s, with a discernible impact on both bookings and revenue for the company, said Calgary-based manager of public relations Robert Palmer.
“The videos really speak to that culture and share that culture with a broader audience that would not ordinarily be able to experience the things we create for people,” he said.
The hugely popular video “WestJet Christmas Miracle: real-time giving,” for example, has garnered 40.6 million views on YouTube since its November 2013 debut, with Palmer saying that traffic to WestJet.com increased 100% over the year-earlier period, while bookings increased 77% and revenue was up 86%.
While not overtly intended to increase WestJet bookings, Palmer said the videos help differentiate the airline from its competitors in a crowded and highly competitive category.
“People like to do business with companies they like and whose values align with their own,” he said. “When they see these videos of experiences we’ve created for people and they believe their values align with ours in terms of the way we care for people, that’s a bonus.”
The videos were created in association with the Barbados Tourism Authority and Toronto’s Studio M, while Media Experts is driving to the video through a series of online ads. The main video is accompanied by two other clips focusing on each couple, all using the hashtag #WestJetLove.
