For this year’s Stampede, the goals were to increase WestJet’s presence on the midway, highlight routes and products through conversation rather than promotion, obtain leads and email subscribers and connect with guests. 

The trailer also needed to have a theme that would work with the Stampede while remaining viable at other fairs and exhibitions throughout Canada. The concept of a whimsical carnival/circus tent incorporates the WestJet brand in the colors, motifs and illustrations. The trailer has received rave reviews. 

Judge's Comment: 

“The WestJet designers played a pivotal role in answering the equation of Relevancy + Brand Awareness. The execution was superbly synchronized with the event, resulting in a brand experience that is fun, informative and very together. They kept the strength of the brand while customizing some of the assets for the benefit of the storytelling.”

Eric Gagnon