WestJet launched new nonstop service between Tampa and Calgary with a need to build awareness and drive bookings from the Tampa market. With Canada-to-Florida traffic proving more difficult to generate, the opportunity was to strengthen demand in the opposite direction by giving Tampa-area travelers a compelling reason to consider Calgary. The campaign needed to introduce the new route, build familiarity with the destination, and turn awareness into bookings ahead of the key winter travel season.
Bell & Porter worked directly with WestJet to develop a three-month media sprint designed to quickly build awareness and drive traffic and bookings. The strategy layered out-of-home, Spotify audio and video, and Connected TV to reach Tampa-area travelers across multiple points in their day. Initial messaging introduced the nonstop route and Calgary as a destination, while the campaign positioned winter sports, outdoor recreation, and adventure as key reasons to travel during Q4 and Q1.
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