WestJet - Treating people like people
In the ad which immedi-
The video then cuts to
people often use a less
ately catches your atten-
human beings in the same
than flattering term to
tion, cows are seen milling
airport being processed by
describe it - ‘cattle class.’
around an airport, with the
smiling WestJet check-in
Added to that you get
accompanying soundtrack
staff with the concluding
phrases like ‘herded like
being New Order’s Blue
message being, ‘an airline
cattle’, or ‘treated like
Monday . The cows can
should treat people like
cattle’, or you could be just
be seen at the check-in
people.’
‘one of the herd.’
counters, the luggage car-
That idea - that some airlines treat passengers,
8.
ousels, and in the departure areas.
WestJet finally backs this up by mentioning its commitment to not over-book,
especially ones who don’t
And at each stage the
to its record as having the
pay a premium to travel
cows are met with eye roll-
best on time performance,
at the front of the plane -
ing or shoulder shrugging
and it’s Tripadvisor ranking
like cattle and not people,
staff who present them
as being the best airline in
formed the basis of West-
with various problems
Canada.
Jet’s latest advertising
such as the flight being
campaign.
overbooked, or delays.
Airline Marketing Monthly | October / November 2019
When flying economy,
