1. Director of Marketing & Communications
WestJet
Richard Bartrem
Director of Marketing & Communications

2. WestJet Outdoor Advertising – An Evolution
OMAC Canada
October 18, 2006

3. Fun Facts About WestJet
Total # of Employees: 5,000+
Front-line Employees: 4,300
Total Resumes received per week: 1,000
ESP Participation: 87%
2005 average salary contribution: 12%
Primary reason WestJetters join WestJet:
People & the Culture
Guest Feedback is primarily about:
Our people & the experience vs. functional attributes
Source: 2006 WestJet Internal figures

4. Fun Facts About WestJet
Total Sponsorship Requests: 100 / week
Total Donations Requests: 60 / week
Coldest day for TAC agents: degrees
Fastest aircraft turn time (112 guests) 6 minutes
Average weight of bags carried / day 434,800 lbs
Number of marriage proposals on-board: 432
Source: 2006 WestJet Internal figures

5. WestJet Snapshot 10th year anniversary February 2006
Over 300 flights departing everyday
Almost ¼ million passengers every week
1996 revenues of $37 million
2005 revenues of $1.395 billion
62 aircraft flying to 32 destinations not including charters
North America’s newest fleet of aircraft
Average age 2.3 years

10. The Challenge in Advertising WestJet
A careful blend of brand and retail advertising is required in the airline industry
WestJet needs increased awareness in the East but needs to sell seats at the same time
Every time the aircraft door closes inventory expires and can not be resold
This happens 300 times a day
Revenue, load factor and yield to budget is tracked every 8 minutes
The pricing changes several times a day, seven days a week
All within the context of an industry with a 97% failure rate
The only airline in Canada not to have been in receivership or bankrupt
Target is 25-54
Over 65% of bookings – business and leisure – are made by women

11. Advertising WestJet
WestJet is consistent with low-cost carriers around the world
Marketing spend ~2% of revenue
Mix of brand and retail messaging
Retail messaging is the bread and butter that puts “bums in seats”
Always looking to determine how traditional brand media can be made more “retail”
Internet TV
Radio
Outdoor
Can these mediums that are typically brand or longer lead be adapted to our short-term retail needs?

12. Owners Brand Campaign

13. Objective Fall Brand Campaign: Overview
Owners Campaign launched September 2005
One of 2 creative directions that were available as a brand
Second wave ran in Spring 2006
Fall 2006 campaign started September 12 for 8 weeks
Key objective was greater integration of messages across media
Clearer connection of Owners messaging to all aspects of the campaign
Stronger retail integration to Owners
TV, radio, outdoor, ENN, cinema
Introduction of “Because Owners Care” as campaign tagline
Currently over 470 OOH boards up across the country

14. Outdoor Works for WestJet
On a per dollar basis there is no better media for looking big
Helps give campaigns a “bigger feel” through increased reach
With outdoor, the consumer perception of the size of campaign is greater than the spend
Works particularly well in the East where our awareness is lower
Legitimacy to the airline
In smaller towns, outdoor helps us feel connected at the local level

15. Outdoor Works for WestJet
Outdoor has been an important component of the Owners campaign since launch
Message integration has been the key deliverable for this fall
Market Specific Outdoor
Increase in production costs
Are there new cost saving measures available to continue doing this?
On the hunt for variable or flexible messaging opportunities
Digital video boards, ENN
Outdoor has been more tightly integrated with retail message in other media

16. Fall Campaign Examples
WestJet Outdoor
Fall Campaign Examples

31. Future of Outdoor for WestJet

32. Future of Outdoor for WestJet
Our media strategy is working
Load factors are increasing as we increase capacity
Outdoor advertising has helped contribute against our stated campaign objectives
Delivers the required reach and frequency
Key for WestJet is integration of retail messaging
Pricing can change hourly
Any opportunity that allows us to combine the reach and frequency in outdoor together with a retail call to action will help us win the day

33. Our Outdoor Wish List Even better integration opportunities
Mix of brand and retail works well for our industry
As a low cost operator, any opportunity to save on production costs as we customize messages is beneficial

34. Book Now!
1-888-WestJet
westjet.com