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In this assignment for MRKT 453 Advertising Management,my team and I were tasked to act as a marketing communications agency. We were assigned the Canadian Airline industry, and provided with a brand brief for WestJet as the airline with aspirations to head to eight new South American destinations. Here is our fully-fleshed out IMC, and an example of my PowerPoint skills.
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The Care-antía campaign
MRKT 453 Advertising Management Gillian beech Léandre demers Ellie huang warren seuradge Andreanne stewart Ben veldman
meet the cabin crew
Client services
Ben
veld
man
Media
Gill
ian
beec
h
production
Léan
dre d
emer
s
Creative
Andr
eann
e ste
wart
digital
Elai
ne H
uang
strategy
Warr
en se
urad
ge
agenda
Industry analysis and communication objectives
Integrated marketing communications plan
Implementation
conclusion
Industry analysis
Canadian commercial airline industry
Deregulated since 1987
Frag
ment
ed an
d fr
eefa
llin
g
Canadian commercial airline industry
$45 billion in economic activity Deregulated since 1987
Frag
ment
ed an
d fr
eefa
llin
g
Canadian commercial airline industry
$45 billion in economic activity Deregulated since 1987
Frag
ment
ed an
d fr
eefa
llin
g
Canadian commercial airline industry Fr
agme
nted
and
free
fall
ing
$45 billion in economic activity
travel and tourism
competitiveness
↓4 spots from 5th in 2009 t0 9th in 2011
Deregulated since 1987
Canadian commercial airline industry Fr
agme
nted
and
free
fall
ing
$45 billion in economic activity
travel and tourism
competitiveness
↓4 spots from 5th in 2009 t0 9th in 2011
Deregulated since 1987
Fear of losing out of lucrative, global markets
Canadian commercial airline industry Fr
agme
nted
and
free
fall
ing
$45 billion in economic activity
travel and tourism
competitiveness
↓4 spots from 5th in 2009 t0 9th in 2011
Deregulated since 1987
Fear of losing out of lucrative, global markets
Grand entrance of technology (Sky-fi,
Online Check-in, etc.)
Competitor Analysis
SUNWING: high frills, low cost
Air Transat: Your vacation people
Air Canada: go Far
Westjet: past brand values
caring
affordable
Domestic airline
west Strong associations
domestic
Friendly
Pre-campaign Perceptual map
High cost Low cost
National destinations (Canada)
International destinations (South america)
Communication objectives
Communication objectives
to Reposition WestJet from that of a regional to international carrier for south american
flights in the mind’s of Canadian recreational/leisure/holiday travellers by
april 2015
Safety features of our imc
(#1) Increase awareness of the brand as the airline to take you south from 0% to 60%
(#2) Drive Conversations from competing airlines and towards referrals and recommendations
(#3) Create Excitement about the Brand
Budget: $3 Million Duration: 1 year (May/14-April/15)
The Brief : From YYZ + YYC to 8 new SOUTH American Destinations
Westjet: new brand values
caring
affordable
International airline (Americas)
Leveraging quirky and caring demeanor to differentiate
itself from other competitors quirky Friendly
Post-campaign Perceptual map
High cost Low cost
National destinations (Canada)
International destinations (the Americas)
Designing the message
Westjet brand pentagram
values: Commitment to safety; positive and passionate customer service; fun,
friendly caring; honest
mission: to enrich the lives of everyone in
westjet’s world by providing safe, friendly, and affordable air travel
attributes: quirky, caring, and
loving.
Character archetype: the “Caregiver”
Benefits: Functional: price and performance
emotional: humour appeals
Sharing is caring in 2014 travel trends, but…
(1) Sharing economy Millennial-centric: Not entirely our TM
(2) Eat-with
Potential liability problems in South america (impedes on Customer safety)
(3) Tinder For Meeting Friends abroad
not congruent with WestJet’s Core Values
Sharing is caring in 2014 travel trends, but…
(1) Sharing economy Millennial-centric: Not entirely our TM
(2) Eat-with
Potential liability problems in South america (impedes on Customer safety)
(3) Tinder For Meeting Friends abroad
not congruent with WestJet’s Core Values
What is the The core Message?
From April 2009 to march 2014
The “Care-Antee”:
-we will always give smiles and thank yous -high-value, low-cost
What is the The core Message?
From April 2009 to march 2014
The “Care-Antee”:
-we will always give smiles and thank yous -high-value, low-cost
What is the The core Message?
From April 2009 to march 2014 April 2014-May 2015
The “
-we will always give smiles and thank yous -high-value, low-cost
The “Care-Antía”:
-we care a lot about you , as per usual -high-value, low-cost -…and we fly to south america
What is the The core Message?
Care-antía [kâr-AHN-tee-ah] noun 1. Set of promises WestJet vows to uphold in good times
and bad, underscoring a commitment to exceptional service and value as they fly to south America
2. Slogan: Your care-line to south america
Media
Linking the Care-antía to the Media
Leveraging the Quirky, caring demeanor of
“WestJetterS” (Employees) in each
ad Copy
Linking the Care-antía to the Media
Leveraging the Quirky, caring demeanor of
“WestJetterS” (Employees) in each
ad Copy
Against the backdrop of the 8 new South
American destinations
Linking the Care-antía to the Media
Leveraging the Quirky, caring demeanor of
“WestJetterS” (Employees) in each
ad Copy
Against the backdrop of the 8 new South
American destinations
Because we’re “Your Care-line to south
America”
Digital marketing Pr/publicity Advertising
Direct marketing Sales promotion Personal selling
The media dashboard
Digital marketing Pr/publicity Advertising
Direct marketing Sales promotion Personal selling
What we’ll fly with
#1: P
ublic
Rela
tions
Press Release
May 2014 + October 2014
• Announce expanded flight network to south america
• Announce “Southern Migration” Contest
News Release
WestJet Expands to South America WestJet announces daily year-round service to new South American destinations
and the launch of its Care-antía campaign. CALGARY, May 1, 2014 /CNW/ - Just in time for the holidays, WestJet
announces daily, year-round service to new South American destinations. This new expanded network consists of eight direct flight routes out of Toronto and Calgary to Buenos Aires, Rio de Janeiro, Manaus, Quito, Valencia City, Salar de Uyun, Medellin, and Lima.
���Effective October 30, this new network will be the most expansive and frequent direct service to the continent. Combined with its always low-pricing, beating competitor rates by up to 50%, this expansion makes WestJet the ideal airline for a trip down South.
���This expansion also signals the launch of WestJet’s new nationwide “Care-antía ” campaign that extends the WestJet’s Care-antee to South America. The campaign will showcase WestJet’s core company values of caring, commitment, passion, positivity, fun, and friendliness, that set it apart from other airlines. Translatable to Spanish and Portuguese, this campaign marks WestJet’s continued effort to bring its standard of care to new and exciting destinations.
���For more information on WestJet’s new South American service, visit: www.westjet.com/careantia
SOURCE WestJet © WestJet. All rights reserved.
Press Release
#1: P
ublic
Rela
tions
• challenges Air Canada
as the nation’s top airline for international travel
• Reinforces WestJet’s “rags to riches” brand narrative
• stories in major Canadian newspapers
Press Release
#2 : D
igita
l mar
ketin
g
#2 : D
igita
l mar
ketin
g
#2 : D
igita
l mar
ketin
g
#2 : D
igita
l mar
ketin
g
#2 : D
igita
l mar
ketin
g
• Renowned for viral content
• Tremendously successful in terms of followership on youtube
• Well-aligned associations with brand values
#2 : D
igita
l mar
ketin
g
...Humour appeals are also dangerous as it can weaken source credibility and, hence, brand equity
#2 : D
igita
l mar
ketin
g
youtube
July 2014 to December 2014
• 8 Mini-videos to be released, juxtaposing westjetters onto each of the 8 new destinations
• Condensed video featuring all 8 employees in November
• Imbued with rational (Price and Performance) and humour appeals
https://www.youtube.com/watch?v=0Bb-UV9s9-8&feature=youtu.be
#2 : D
igita
l mar
ketin
g
June to December 2014
• June-August 2014: 15 second employee snapshots on instagram
• Create hype and excitement
#2 : D
igita
l mar
ketin
g
#2 : D
igita
l mar
ketin
g
June 2014 to April 2015
• Real-time marketing • Generating conversations • Build excitement and recognition • Leverage existing reach amongst followers • Trend #CAREantia
#2 : D
igita
l mar
ketin
g
1. WestJetter Susan crashes the finals at FIFA 2014 in Rio de Janeiro
Branded Content Advertising
December 2014
• Builds excitement • Drives conversation
away from air canada • Synthesizes campaign
into single feed • coheres with quirky
brand values • Shareable
1. WestJetter Susan crashes the FIFA 2014 finals in Rio de Janeiro
#2 : D
igita
l mar
ketin
g
June 2014 to April 2015
• Underpin and synchronize all other social media activities onto single feed
• Shareable • Low-cost
#3 : S
ales
prom
otio
n “Southern Migration” Contest
October 2014 to December 2014
• Leverage social media as platform for the contest
• Drive participation • Keep brand top-of-mind • Drive conversation away from
competitors • Select an individual at random who
shares an “employee” Snapshot
#4 : a
dver
tisin
g
• Located at key access points in three major cities: Toronto, Calgary, and Montréal
• 2 per city = 6 billboards total • Location-specific messaging • Highest-volume WestJet Traffic (Toronto And Calgary) • Highest Volume Travel to South America (Toronto and Montréal)
Out-of-Home Advertising
billboards
October 2014 to February 2015
#2: a
dver
tisin
g Out-of-Home Advertising
#4 : a
dver
tisin
g Print Media
Newspapers
October 2014 to april 2015
• Placement: life or travel sections • Toronto Star: Most widely read
newspaper across Canada • La Presse • Calgary Herald • 1x/BIweekLy on Saturdays in each
newspaper • Rational appeals: price and
performance
Magazines
October 2014 to april 2015
#4 : a
dver
tisin
g Print Media
#4 : a
dver
tisin
g Print Media
#4 : a
dver
tisin
g Print Media
#4 : a
dver
tisin
g
#4 : a
dver
tisin
g Television advertisement
Fifa Finals Ad
July 2014
• Placement: CBC Canada • Reach: 5.131 million Canadians • Strategically feature Rio De Janeiro Ad
(Employee Story Snapshot)
Implementation
Care-antía Media blocking plan (2014-15) May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr
(I) AWARENESS (ii) EXCITEMENT (iii) LAUNCH
Publicity/Public
Relations
Digital Advertising
Sales Promotion
Advertising
Care-antía Media blocking plan (2014-15) May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr
AWARENESS EXCITEMENT LAUNCH
Publicity/Public
Relations
Digital Advertising
Sales Promotion
Advertising
May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr
(I) AWARENESS (II) EXCITEMENT (III) LAUNCH
Press release
youtube
buzzfeed
contest
billboard
Tv ad during fifa 2014
Magazines
Newsprint
Media patterns
TimeLine
Reac
h
Digital marketing
May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Press Release #1
Tv Advertisement (FIFA)
Advertising (Out-Of-Home)
Press Release #2
Contest
Media patterns
TimeLine
Reac
h
Digital marketing
May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Press Release #1
Tv Advertisement (FIFA)
Advertising (Out-Of-Home)
Press Release #2
Contest Flighting/Bursting
Media patterns
TimeLine
Reac
h
Digital marketing
May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Press Release #1
Tv Advertisement (FIFA)
Advertising (Out-Of-Home)
Press Release #2
Contest Pulsing
Media patterns
TimeLine
Reac
h
Digital marketing
May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Press Release #1
Tv Advertisement (FIFA)
Advertising (Out-Of-Home)
Press Release #2
Contest
Continuous
Communications strategy
Communication vehicle Frequency Target audience
Communication objectives Core Message
Press release
youtube
buzzfeed
contest
billboard
Tv ad during fifa 2014
Magazines
Newsprint
2x
1-3x/day
3-5x/day
1-3x/day
2-4x/month
1x
1x
-
1x
1x/week
1x/week
News media/Journalists
General public
General public
General public
General public
Millennials
General Public
General Public
Sports Enthusiasts
Baby Boomers
Baby Boomers
Awareness
Excitement + Conversation
Excitement + Conversation
Excitement + Conversation
Excitement + Conversation
Excitement + Conversation
Excitement
awareness
awareness
Awareness
Awareness
Care-Antía (your care-line to
the south)
Measuring the impact
Media budget allocation ($3M CAD)
312,770, 11%
264,000, 9%
400,000, 14%
408,930, 15%
1,422,000, 51%
Digital Advertising
Outdoor Billboards
Television
Magazines
Newspapers
NewSpapers
12
12
12
1,374,000
524,000
861,000
$52.4
$28.6
$50.5
Execution Reach CPM
12
1,374,000
$52.4
12
524,000
$28.6
12
861,000
$50.5
Magazines
12 524,000 $28.6
Executions Reach CPM
6
3,817,000
$2.8
6
7,100,000
$12.6
Billboards
Execution Reach CPM
1
170,100
$3.14
1
143,000
$3.03
1
151,200
$3.09
Television
Executions Reach CPM
1
5,816,000
$20
Financial step-down analysis
• Average Flight Time: 7.7 Hours • Operating Cost/Hour: $7,326 • Average Operating Cost: $56,755 • Average Ticket Cost: $823 • Seats per plane: 125 • Seats filled (60%): 75 • Average Revenue Per Flight: $61,725 • Profit per Flight: 4,969.44 • Flights per day: 2 • Flights per year: 365
Profit: $3,627,691 Marketing ROI: 20.92%
Assumptions Expected results (2015)
measurement
(1) List the first three Canadian airlines that travel to South America (Recall)
(2) What words come to mind when you think of WestJet?
(3) What words come to mind when you think of Air Canada?
(4) What airline would you take for your recreational/leisure needs?
(5) What Airline(s) have you taken for your Rec/Leisure needs in the last 12 mo?
Pre-test: may 2014 Post-test: April 2015
Post-Campaign measurement
Press Release: • # of Newspaper articles
covering story • Reach of newspapers/
magazines • Type of publication • Positive, balanced, neutral
or negative tone • # of Reprints or
syndication of articles
Public relations Digital marketing Sales promotion
Billboards: • cost per thousand • number of impressions
TV spot: • number of impression • % Difference between
forecasted and actual # of impressions
• Cost per thousand • Gross rating point
Print (Mag/news): • cost per thousand • number of impressions
advertising
Facebook: • # of Interactions for the
contest (Shares)
Youtube: • # of Followers • # of Views
Instagram: • Avg # of likes per picture • # of followers
Facebook: • # of likes • # of Interactions (Comments)
Twitter: • # of RTs • # of Followers
Buzzfeed: • Unique page visitors • Cost per thousand
Post-Campaign measurement
Market development index
share development index
customer retention
Net Marketing Contribution
Marketing Return on investment
Corporate-wide metrics
Market potential and future market growth
opportunity to grow market share
Opportunity to grow customer profits (annually)
Marketing’s Contribution to Company Profits
Return on Investment in Marketing and Sales
marketing performance metric Marketing metric insight
Thank you, and have a safe flight!
