I don’t know why this new campaign irks me so much … but I’m now seeing it everywhere.

The main message they’re trying to convey appears to be that - with WestJet - you get to choose your own departure time! And there are different flight times available!

Why!? Who do they think they’re going to win over with this campaign? Is there an untapped market of high margin travellers who don’t know this?

(And I guess they’re forgetting about their own routes where there are not multiple flights per day. Or those that are 1x or 3x per week. Or those that are only available with bad connections.)

Compare it to their “we don’t treat you like cattle” campaign from before the pandemic (absolutely brilliant) or the “we forgot how to travel” campaign from last year (effective). This one’s a dud.