The Launch of Swoop

THE LAUNCH OF SWOOP

Is Canada currently one of the most innovative aviation markets? This is one conclusion Shashank Nigam made after trying out “Swoop”, the new ultra low cost airline owned by WestJet.

Despite being the cheapest fight he has ever taken (49 Canadian dollars from Halifax to Hamilton (for Toronto)), Shashank commended the airline for having friendly fight attendants, reasonably priced food and drink as well as wireless infight entertainment on board.

As a new entrant in a crowded North American market, Swoop obviously needs to stand out, and is doing so through cheeky, tongue and cheek ads and posts.

For example, to mark Canada Day on 1 July, Swoop released a graphic showing a beaver in an airport terminal with an invitation for people to suggest captions in return for the chance to win flights.

In particular, the airline asked social media fans to “give us your best dad jokes, Canadianisms, quips, quotes or lyrics... Just keep it clean in the comments and chill in the chat.”

“Keep it in your pants”

Of course there is a fne line between cheeky and controversial, and one Swoop social media ad which did raise eyebrows and generate some complaints was one titled “Keep it in your pants.”

The ad showed a number of backsides with cash in the trouser back pocket, which caused a few comments about the ad being “sexual” in nature.

Swoop responded by telling Canadian broadcaster CTV, that “sometimes we'll say or share things that might hit home for some and miss the mark with others however it's never our intention to offend.”

Meanwhile marketing consultant and academic David Howse quoted by CTV said that the tactic probably did help Swoop get standout as a “one off marketing opportunity” while not being a good long term direction for WestJet when it comes to positioning the airline.

Key takeaway: In his video, Shashank Nigam mentions talking to a number of passengers on his fight who had managed to enhance their vacation due to Swoop’s cheap fares - for example by staying for longer and staying in a better hotel.

As a result, the core proposition is easy to understand - it’s a basic A to B service and fare that allows you to spend more money when you get to your destination.

And the brand positioning seems to support that - it has an informal, fun, friendly feel, right down to letting pilots adopt a more casual dress style than you would fnd on other airlines.