WestJet Content Marketing

This post will be all about a content marketing campaign that I would create if I worked for one of these Airlines. The Airline I’m going to be creating this campaign for is WestJet. The campaign is going to be called “I Need a WestJet Vacay”

Example of post to promote campaign

The way this campaign will work is that on Facebook WestJet will tell individuals to post their short 1 minute maximum video of why they deserve a WestJet vacation onto the WestJet Facebook wall and use the hashtag #INeedAWJVacay. Two lucky winners will be selected from their video submissions and will be given an all-expenses paid vacation to a destination that seems suitable to their demographic. For example if a family with children won they would get a trip to Disneyworld. But if an older couple won they may get a trip to Mexico.

The way we would announce the winners would be through all of our social media sites and we would compile the two winner’s videos together and video tape our staff going to surprise the winners with their prizes. Since WestJet usually posts content that tugs at your heart strings I figured this would be a good way to do so.

The audience that we are targeting is really loyal WestJet consumers. We are also targeting older demographics from the ages of roughly 25 and up. Although, once the campaign is over we would like the winner compilation video to be seen by a larger audience of consumers who may not be loyal customers to our Airline.

The goal of this campaign is to get thousands of video submissions. Along with millions of likes and comments and more WestJet customers.

This campaign would launch in February so that winners could be picked and sent on vacation for around March Break. The reason this may be time sensitive is because you need to ensure that people are able to go on the vacation. If they work they need to be able to have time off to go, or children may be in school. People usually take off March Break if they have younger children and many people’s ideal time to travel is during March Break. This is why I would choose to launch it a month or so before.

The platforms that this campaign would be promoted on would be Twitter, Facebook, and Instagram. The video submissions however will only be accepted on Facebook as a post to our wall. Some posts will include photographs that will help further promote the campaign.

This campaign will attract, acquire and engage my audience by enticing them with a vacation. Many older demographics are tired and need a vacation for either themselves or their families. They have a busy lifestyle and deserve the time off. They will want to enter our Facebook contest because it’s simple and costs nothing to enter.

WestJet’s most successful campaigns are through videos that they share on their social media sites that really tug on your heart strings and make you feel great about their brand! They’ve created an excellent brand image for themselves and through these campaigns they have gained thousands of followers and lifelong customers.