Connecting the UK with Canada for WestJet 

Media Planning – Working in partnership with Canadian ad agency, Rethink, through the ICOM Network 

woman on platform near large WestJet poster

The Challenge

Canada’s second largest airline, WestJet, re-launched flights between Canada and the UK as part of their new Love Where You’re Going brand platform.  

Working in partnership with Canadian ad agency, Rethink, we were tasked with creating a campaign that promoted this news and encouraged British people to book a holiday to Canada. 

The Solution

Insights showed that Brits felt a closer affiliation to Canada and Canadian culture than the US – they believed Canadians and British people shared similar values.  

We decided to jump on this opportunity, taking the chance to make Canada, not America, the destination of choice for British holiday makers.  

Through our work with the ICOM Network, we’ve been able to translate global insights to our local marketplace. We created a full 360 campaign, based on the things that connect Canada and the UK – whether it’s the love of nature, a pride in politeness or an appreciation for a good old cup of tea. 

WestJet mountain image


We successfully increased web traffic, flight searches and bookings YoY since the campaign launch.