WestJet
WestJet leveraged Search Spotlights to relaunch their brand and saw unprecedented audience reach.
Goal
The holiday travel market is crowded and competitive, with brands constantly fighting for travelers' attention. WestJet recognized an opportunity to cut through the noise and reimagine their brand narrative. This was more than just a marketing campaign—it was a strategic refresh of their brand platform and an opportunity to connect with Canadian travelers during their most inspirational moments of trip planning.
By choosing Pinterest, WestJet tapped into a platform where travel dreams take shape, where wanderlust transforms from idle scrolling to concrete plans. The timing was crucial: the peak holiday season, when travelers are most actively dreaming, planning, and making important booking decisions.
Strategy
WestJet strategically activated four Search Spotlights during the critical holiday season, targeting all Pinterest users through a sophisticated takeover approach. The creative celebrated all of the stories that start onboard a WestJet flight, positioning the airline as the catalyst to your future best travel memories. Leveraging their tagline “Where Your Story Takes Off”, the campaign transformed everyday travel into the first chapter of an adventure. Each Search Spotlight creative showcased guests onboard and all of the stories and universal travel moments we all share.
By owning the main search page on specific days, they created a bold brand presence that stood out to potential travelers. Their campaign capitalized on Pinterest's efficient delivery and unique reach.
"When planning WestJet's brand relaunch, we aimed to ensure we not only stood out but made a lasting impact. Pinterest was a natural fit, and Spotlight Takeovers provided the perfect opportunity to connect with Canadian travelers."
MacKenzie McNevin
Associate Director, KINESSO
Results
WestJet's Pinterest campaign delivered extraordinary results that went far beyond traditional metrics. The Search Spotlights not only captured audience attention but helped drive significant brand impact, with a 3.7 pt lift in Pin awareness, a 1.8 pt lift in message association and a 1.1 pt lift in action intent.1
WestJet broke through the noise and created a memorable brand experience—an estimated 88% of Pinterest users who visited the Search page recording a video view.2
+3.7 pt
lift in Pin awareness1
+1.8 pt
lift on message association1
+1.1 pt
lift in action intent1
Explore Related Resources
Search Spotlight
Discover how brands can maximize visibility with help from Pinterest's innovative Search Spotlight strategy.
Creative Best Practices
Learn how to create compelling ads that capture audience attention.