Westjet - Westjet Channel

Westjet - Westjet Channel

With an international first, Canadian low-cost carrier WestJet has purchased an entire TV channel as part of a marketing drive in Canada. In a partnership with media agency Media Experts, the airline has launched a 24-hour TV channel, available to Rogers Cable customers in Ontario, New Brunswick and Newfoundland.

Until February 2nd 2014, channel 206 On Rogers Cable TV will be dubbed WestJet Channel and will provide a continuous 24- hour a day coverage of the airline. Targeting adults between 25-54, the WestJet Channel is a combination of original and repurposed content. Cameras will capture ground crews preparing the airline’s Boeing Next Generation 737 aircraft for take-off as they load baggage and push the aircraft back prior to taxiing to the runway.

The digital channel will also feature a series of roughly 30 second spots dedicated to various elements of WestJet’s business, from behind the scenes footage to montages of a selection of WestJet’s destinations.

Viewers are also encouraged to chat with WestJet about the channel by tweeting with the hashtag #WestJetChannel and over the course of the channel’s 13-week run there will be three Twitter-based contests.

Viewers are being driven to the channel by a combination of external sources, from social media through to online banners and TV sports running on other Rogers-owned TV channels. To help promote the channel, a tongue-in-cheek short promo video about the new cable channel features on WestJet’s YouTube channel.