Hightea by WestJet

Hightea by WestJet

We sometimes wonder how many marketing campaigns that were in the pipeline in Q1 2020 had to be shelved thanks to Covid. One that was put on ice, but has now been reactivated is ‘Hightea’ by Canadian airline WestJet.

Or, to be more accurate, this is a direct to consumer campaign that took place in March 2020..

However, WestJet and marketing agency Rethink have only publicised the videos of it now, with people being able to fly reasonably easily between the UK and Canada again.

The campaign involved WestJet opening up a pop up shop in Central London, where four teas were created and offered to visitors.

Each tea was themed after one of WestJet’s four destinations from the UK - Toronto, Vancouver, Calgary and Halifax.

For example, Toronto was “bold, caffeinated and energising, representing the hustle and bustle of Canada’s biggest city.”

WestJet’s agency doesn’t seem to have published any information about how many people went into the pop-up tea shop, but as the activation was carried out just before much of the world went into lockdown, the aim here is probably to just recoup a bit of the initial investment via social media exposure two years on.