WestJet eliminates fuel surcharge because we said we would
September 17, 2008
WestJet Airlines today honoured its commitment to monitor the fuel environment and remove the fuel surcharge if and when the price of fuel subsided. The airline announced the removal of the fuel surcharge, effective 1 p.m. MT today, in acknowledgement of the recent decline in fuel prices.
'The decision to eliminate the fuel surcharge is in line with who we are,' commented WestJet Executive Vice-President of Guest Experience and Marketing Bob Cummings. 'The WestJet brand is all about caring, straight talk, trust and best value – our advertising is effective because we walk the talk.'
The elimination of the fuel surcharge supports WestJet’s commitment to providing the best value to its guests, which is the premise for the airline’s new advertising campaign. This latest addition to the successful and award-winning owners campaign extends WestJet’s caring reputation, demonstrating the airline’s commitment to offering guests the best value in air travel.
'We are proud of the transparent approach we have to our pricing and the superior value we provide to the travelling public,' continued Bob Cummings. 'Our latest owners campaign highlights those key differences between us and the competition. The campaign is done in a light-hearted, fun way.
'We encourage the travelling public to add up all charges when comparing fares. Other airlines seem to be focused on squeezing every last nickel out of their passengers with things like call centre reservation fees, higher change and cancel fees as well as higher overweight baggage fees. We firmly believe that they will see we are now, more than ever, the value leader in Canada. In today’s more difficult economic times, it’s all about providing the maximum value for people.'
Three new TV commercials shot in Toronto during the month of August and airing now represent the fourth iteration in the successful owners campaign, which highlights how the more than 7,300 WestJetters care about WestJet guests. The campaign also includes the first television execution for WestJet Vacations, which WestJet introduced in 2006 and has already become the largest Canadian travel provider of Las Vegas hotel rooms.